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Verizon’s 4 favorite iPhone features

The Verizon Wireless home page now greets you with a picture of the iPhone 4 and 4 callouts about why the phone is so great. Can you guess what they are? Bet you can’t.

Here’s how Verizon—the geekiest of all the wireless companies—describes their new crown jewel:

iPhone 4 continues to set the standard with its FaceTime video calls, stunning Retina display, powerful A4 chip, and long battery life.

All this buildup and that’s the best they can do? To review: Verizon wants you to know these 4 features of the iPhone:

  • FaceTime video calls (why do I want that?)
  • Stunning Retina display (what’s that?)
  • Powerful A4 chip (what’s that?)
  • Long battery life (whoop-de-do.)

You could write better callouts than that, couldn’t you? This phone is fashionable. It’s fun to show off. It’s good for e-mail. You can use Facebook with it. It has a surprisingly good camera. It has a lot of games. It’s pretty good at browsing the web. You can use it as a GPS. It will make it easy to stay in touch with your friends. Ask anybody who owns one and they’ll say these things and more. Boil it down to 25 words.

Nobody will say they love the computer chip inside their iPhone. Yet Verizon is marketing this phone like it’s a PC from 15 years ago. (Photorealistic SVGA display! Powerful Pentium III chip!)

The Apple iPhone page and the AT&T wireless pages do a better job, but just barely. They call out these 4 features instead:

  • FaceTime (again, why?)
  • Retina display (tell me what that means again?)
  • Multitasking (ok, I kinda get that)
  • HD video recording (there, finally, something neat)

Compared to the marketing of the iPad (which Apple consistently describes as “magic,” a brilliant stroke of language) the marketing of the iPhone 4 is actually kind of weak.

Fortunately for Apple and the wireless providers, the iPhone is interesting enough that people need very little encouragement to seek it out. It’s so good it’s marketing-proof. Not even Verizon can screw this up.

— By Daryl Lang. Filed under Copywriting, Technology

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