The coordinated introduction of a new product or service to the market, involving strategic planning, marketing campaigns, and distribution efforts to maximize initial impact and sales. It marks the transition from product development to commercial availability.
The term 'launch' was borrowed from naval terminology (launching ships) and gained business usage in the early-to-mid 20th century. The concept of systematic product launches evolved with the growth of consumer goods marketing in the 1950s-60s. Apple revolutionized the modern product launch format with theatrical presentations and coordinated media events starting in the 1980s.
Apple's iPhone launch in 2007 is considered the gold standard of product launches, generating massive media coverage and consumer anticipation through carefully orchestrated secrecy and a masterful presentation - the event itself became a cultural phenomenon that other companies still try to emulate. Interestingly, about 95% of new products fail within their first year, making the launch strategy often more critical than the product features themselves.
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