The iPhone launch that wasn't. What you can learn from the Apple's iPhone (not) 5 announcement.

Here’s a lesson: Expectations are everything.

You may have heard that Apple introduced its newest phone today, a phone called an iPhone 4S. It works anywhere in the world, offers HD video recording, a much-improved camera, backup to the cloud and a host of other features.

The web’s collective reaction: Disappointment and a 5% drop in Apple’s share price. Discussions of jumping ship to iPhone competitor, Google’s Android.

Why?

Because Apple didn’t release a phone called an iPhone 5.

Now, this is silly. By any standard, Apple released a really good mobile device. They also lowered the price on its existing model to $99. And offered the generation prior to that (y’know, the one that came out 27 months ago) for free (with, of course, a 2-year contract.) All, pretty good stuff.

But, expectations were for something much greater. A game-changer. A life altering experience. Y’know, everything you could ever want from 10 ounces worth of plastic, metal and glass.

The point here isn’t that you should “manage expectations.” Often, that’s just a euphemism for producing mediocre results. No, the point is that you need to meet or exceed the expectations you set. Deliver on your promises. Do what you say you’re going to do.

Otherwise, you’re opening the door for your customers to find a “better” alternative. No matter whether it is or not.

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