Waiting for Apple to change the world (again)

As with the rest of the world, counterfeiters wait eagerly for Apple’s next new product launch into the world market. Global brands like Apple will have anti-counterfeit strategies at the heart of their core brand protection strategy.


In just a few days, Apple will hold one of their legendary press conferences. When these are announced, normally with a few weeks notice, the technology world goes into rumor meltdown.  It is pretty evident that the main news will be the launch of an updated version of the iPhone (let's have a guess that it will be the iPhone 5, to be followed next year by the iPhone 5S perhaps?).  This new device will include a new version of the map app (ditching the Google Maps interface) as well as more processing power.  It will undoubtedly become the best selling phone in the world within months.

But there are other rumors doing the rounds. Could we have a new version of the iPad, the “mini-iPad”.  Certainly talking to a friend who is an editor of one of the technology magazines it seems that the new tablet will be launched this side of Christmas, but perhaps not this week.  Timing wise it will go head to head with Amazon’s launch of its Kindle Fire, making it the most eagerly awaited Christmas battle since Ghostbusters went head to head with Gremlins back in 1984.

It will not only be the geeks who will be pawing over every detail of the announcements by Apple.  Hundreds of counterfeiters across the world will be at the ready to copy every aspect of the new products, shipping them out almost as fast as Apple themselves in time for Christmas.  Some will undoubtedly find their way onto our high streets; with unaware shoppers being duped into thinking they have a bargain.  It doesn’t matter what companies like Apple do to keep their products a secret – as soon as they are launched they will be copied.

However, technology isn’t quite as badly off as other sectors such as the luxury goods market.  At the end of the day, people buy Apple products such as the iPhone and iPad to use the unique features, not just because they look good.  An owner of a fake Hollister shirt doesn’t care if it is a fake or what it feels like to wear as long as other people think it is a Hollister shirt.  A fake iPhone is an inferior product irrespective of the price.

So let’s sit back and enjoy the moment as Apple try and change the world (again).

Written by Stuart Fuller, Director of Communications, NetNames
10 September 2012