Launching a new product can induce a lot of anxiety. If you have been working on your product for some time, it is easy to let the fear of uncertainty about public reaction take over. You might decide to push the launch the back until you can one feature a bit better, a part of the design a bit cleaner, or to fix one more outstanding bug. You end up pushing your launch back to next week, next month, or in the worst case, “one day”.
Apple just finished their 2015 WWDC, and there are some valuable lessons startups can learn from Apple’s marketing strategy.