The 5 best product launches, and what they teach us

There was a time when a product launch was about announcing the sale of a physical thing, like a car. Nowadays, a product can equally be a virtual, digital entity like a new app or website. But either way, the importance of a successful product launch cannot be overstated. 

When you think about product launches, you may think of Steve Jobs waving around the original iPhone, or even more recent launches like Microsoft's Surface Neo, or perhaps your mind is drawn to a particularly memorable piece of billboard advertising. But if your company isn't yet as famous as Apple or Microsoft, and you don't have the capital for a huge print campaign, how do you get anyone's attention in today's ultra-competitive landscape?

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, and Tech Radar. He also writes for Creative Boom and works on content marketing projects.