The new iPhone 7 has landed and thank heavens I had my (not new) iPhone on Sunday night because without it I wouldn’t have been able to video, photograph, tweet and navigate my way around Broadcasting House in an evening where I was listening live to The Archers down the pub with Dame Jenni Murray from Woman’s Hour for BBC Breakfast. Then me, Takbir and Ava went up to the studios to talk to Emma Barnett on BBC Radio 5 Live on the top news story of the week for The 5 Live Hit List. Amy x
It was surreal and fabulous in be listening to the radio in the company of other Archers Fans in a cosy pub round the corner from BBC Broadcasting House. As well as me, Takbir and Ava there was Dame Jenny Murri (Woman’s Hour), Claire Cohen (The Telegraph), Lucy Freeman (Radio 4). Polly Neate (Woman’s Aid) and other fans including Sandra Paul, Ursula Knight, Mike Jones and Tom Middlehurst and young listener Annie.
We knew all along that Helen was innocent of course but it was rather fun and at times nail-biting to be giving our verdict on The Archers jurors which included Dame Eileen Atkins, Catherine Tate, Nigel Havers, Aimee-Ffion Edwards, Cerith Flinn, Tam Williams and Graham Seed who was formerly Nigel Pargetter in the long running radio soap.
FINAL EPISODE OF tHE ARCHERS TRIAL WEEK
When we heard Rob Titchener talk to Helen at the end of the episode we all jumped. This is what an Archers fan’s face looks like when they hear his insidious tones. It was a fantastic experience, I hope I get to listen with other fans down the pub again. The hour-long special really kept us on the edge of our seats hoping that Helen would finally be set free.
DR WHO MAGIC AT BROADCASTING HOUSE
We then raced round the corner for my radio interview at the BBC. Ava skipped into the building (she’s been there before for my interview with Harriet Scott on being a working mum on BBC Radio London) but back then she slept through it in the buggy. Now she was eager to enjoy the sights of the Beeb especially the Tardis and Darlek from Dr Who (she does love that show).
INTERVIEW ON IPHONE 7 AND APPLE BRAND ON RADIO 5 LIVE
5 LIVE HIT LIST INTERVIEW
You can listen to the interview on the 5 Live Hit List on BBC iPlayer Radio with Emma Barnett, Elinor Mills (Editor The Sunday Times) and author and Wordsby Brand Consultant Amy Beeson. But here’s the highlights. (From 1 hour 46 minutes into the show).
Emma Barnett presents 5 Live’s rundown of the top 30 news, politics, sport and showbiz stories of the week that are making the biggest impact across social media and online. The No. 1 Story of the week shared online was the iPhone 7.
EMMA: It’s the iPhone 7 of course! The latest version was launched this week in San Francisco with the company’s decision to ditch the headphones and socket. Apple says the move was motivated by courage which has brought mixed reactions from many former iPhone fans…Whether you love it or hate it Apple is now arguably the biggest company in the world. The launch of a new iPhone is a major global event but what is it about the company that has given it an almost cultlike following. Elinor Mills is still with me and Amy Beeson who is a brand consultant and author who has been watching the launch for us this week and has more on the most expensive iPhone to date. So, Amy, wireless headphones was it a brave decision or a way to make more money?
AMY: It’s a really tricky question. When I heard about the socket and the headphones I immediately thought not again. I’m going to have to go out and buy all new accessories. My initial reaction was quite a negative reaction. Using a word like “courage” for this move, as a writer was maybe not the word I would have chosen. I went on watched the actual ad and I remembered the guys and gals who developed it in San Francisco really hold the development of seamless technology in their core brand values. So, on the one hand do we need it? On the other hand, as a brand having seamless technology is the next evolutionary step of the iPhone. It is at such a premium price but Apple is not known as a cheap product.
EMMA: It’s not, it’s a luxury product. Elinor Mills, when you’re looking at something like this coming out, it’s never on a Sunday these launches. It’s kinda not like any other tech launch is it?
ELINOR: I think it’s fascinating that it’s top of the list and we were all discussing in conference last week that we were going to have something on the iPhone 7 because we know everyone is interested. We know that’s because so many of us spend so much of our lives on these, it’s almost we spend more time with them than we do with our children and anything else, so I think people are very obsessive. On the headphone front I think it’s a disaster. The only way I can find my white headphones in my bag is by pulling the wires. Just two little tiny bits of plastic that sit in my ear I think I would lose them the whole time.
EMMA: You get can big headphones like we’re wearing too and they’ll be wireless.
ELINOR: I also think it’s weird in a brand way because the white headphones was so iconic it was in all their adverts. You’d have people in black with the white wire symbolising the iPod so I think that’s interesting because it maybe wireless technology but the wire they made a real fetish about.
EMMA: A big part of the Apple launches, Amy, are what Tim Cook the CEO has to say. It used to be Steve Jobs. What they seem like is important and him in a car with James Corden doing a bit of Carpool Karaoke to enter the stage. There has been criticism that since Steve Jobs passed away the brand has lost some it’s sheen. Where do you stand on that?
AMY: That’s very true. Where a brand is synonymous with a personality, like Virgin and Richard Branson, it definitely does some damage to the value of that brand. But Apple has never really strayed away from their core brand values that came with Think Different in 1997. Next year it’ll be 20 years since Steve Jobs launched that campaign and it set the bar for what brand is.
ELINOR: I think the problem is though that Apple haven’t really come up with anything new really since Steve Jobs went. He had already got in train the iPhone, iPods were a big success but you could argue that Samsung or those kind of people are doing more innovative stuff.
AMY: I think that’s because Apple have never been about new products, they’re reinventive. So, they’ve always taken someone else’s product and taken it to another level. They weren’t the first people to do MP3s but followed up with the iPod. They put the “I” into that technology, they make it their own and it’s very intuitive technology.
EMMA: There are conspiracy theories. I remember when I used to be a tech correspondent and Steve Jobs passed away there was this whole thing that he had left years of prototypes, that he had left years of what he wanted to come. So, do you think there’s a delay or do you think there’s nothing left in the tank?
ELINOR: I think they’ve run out.
EMMA: You think they have? Amy?
AMY: It’s really tricky. Are you a custodian of that brand or are you leading that brand? And which is worse and which is better? I really don’t know. Steve Jobs is an impossible person to follow, I wouldn’t want to have to do that.
EMMA: You wouldn’t want to have to do that? Now, how do you think people think about Apple apart from expensive?
AMY: Apple really has almost this rock star quality. When they release something like the iPhone 7 it made me think it almost has all the hype around it like Adele’s new album coming out. There’s all the build up towards it, it gets released and they’ll be people queuing up around the block to get one. I know for a fact from a branding point of view they look at music a lot in development. So, not only do we access music through our iPhones as a brand they really draw from music marketing.
ELINOR: I just wonder if the sheen’s coming off a bit? Because the products are really quite cool because Jobs had done them before he went but I don’t think they’ve really come up with anything new and a bit of wireless headphone isn’t really going to cut it. Where’s the new thing? Where’s the new iPad. His was all about creativity and design and giving us objects that we didn’t even know we wanted that would transform our lives in the way that we used technology. I don’t think they’ve had a game changer like that for a long time.
EMMA: The watch was meant to be a big moment wasn’t it?
ELINOR: That was a dud.
EMMA: I don’t see many people wearing them – it’s an anecdotal view. Technology is often very difficult to get right, we saw with Google Glass, somebody wearing something on their face as a glasses wearer that was never going to work out for me. Quick line on that Amy, the double lens camera does that feed into the culture of innovation at all?
AMY: It very key in how people want to use their iPhones. I don’t know how different it is, but in the way the iPhone has become integral in business and personal life it’s definitely going to make things better for them.
EMMA: Definitely going to make things better. Amy Beeson thank you very much for that. Elinor Mills as always a pleasure. That’s it from the 5 Live Hit List tonight.
END. You can listen to the interview 5 Live Hit List on BBC iPlayer Radio
Amy Beeson runs Wordsby Communications and has a successful writing partnership with her mum Sarah Beeson MBE. Their new book Our Country Nurse is set in a country village in 1975 and is bursting with stories of mums journeys during pregnancy and motherhood.