Sony Wins The iPhone 7 Content War

I’m not sure if Sony’s decision to reveal the new PlayStation hardware today and force a head-to-head with Apple’s reveal of the iPhone 7 family is a suicidal marketing move or a tactical masterstroke, but I’m leaning towards the latter.

Although the iPhone is going to dominate the digital pages (and is likely to make the main evening news bulletins on television and radio around the world) there’s always going to be a hunger for the story that isn’t about Tim Cook showing off a new iPhone that looks and acts remarkably like last year’s iPhone. With the reveal of the PlayStation Slim, the PlayStation Neo, and details on a new DualShock controller and the PlayStation VR headset Sony has put together everything a technology reporter needs for a solid piece of counter-programming.

To take one practical example, I’ve written extensively about the iPhone 7 in the run up to today’s launch. I’ve got a number of angles that I want to explore after the launch, about the ebb and flow of Apple and its iPhones taking on Google and the Samsung Galaxy family, the slowing speed of progress, and the practicality of the iPhone design and the missing headphone jack.

But not today.

Every tech site has lined up iPhone coverage, every second stringer has an opinion hoping to strike it lucky today, every mainstream media publication will become an expert on all things Cupertino, and the fabric of online news will get gummed up. Today is the day to forget about the page views, to have some fun, and let others chase for a single gold medal. I picked up my medals last week and I know there’s a better chance of picking up more next week.

If I really must file some copy, I’m not going near the news from the Bill Graham Civic Auditorium.

Thanks, Sony.