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(MacRumors)   Apple pulling a Steve Jobs in their advertising department   (macrumors.com) divider line 49
    More: Sad, Apple TV, WWDC, TV ad, newsprint  
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4346 clicks; posted to Business » on 27 Jun 2013 at 12:20 PM (1 year ago)   |  Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»



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2013-06-27 09:56:43 AM  
i.telegraph.co.uk
 
2013-06-27 11:28:17 AM  
"Apple was never a company that bragged about itself," said Edward Boches

media.tumblr.com
 
2013-06-27 12:11:33 PM  
So now that the idea well has run dry, they are coasting on their image until they can figure out what the "next big thing"™ is.  Only problem is, the guy responsible for that is now in the ground.  Things are going to get worse before they get better.
 
2013-06-27 12:36:16 PM  
I didn't realize when they showed the video at WWDC that they were intending to put it on TV, too.  Not a smart move.

"We give you all the feels" is a reasonable message for developer relations purposes, but it's not a good consumer marketing message.  Even if Apple buyers do make feels-based purchase decisions, they don't want to admit that; they want to believe that they are purchasing superior technology, not superior emotion.

Also, the "Designed in California by Apple" slogan is flawed.  It doesn't appeal at all to people who don't care about the terroir of their gadgets, and for those that do it's easy to nitpick that the design might be happening in Cupertino, but we all know the manufacturing is being done in a Foxconn work camp in Hangzhou.
 
2013-06-27 12:38:04 PM  
Those commercials come across as almost self-worshiping.

'Everything we design is perfect and beautiful. We even have the authority do determine if something 'deserves' to exits'

As if they can will things they disapprove of to cease to exist.
 
2013-06-27 01:10:59 PM  

poot_rootbeer: I didn't realize when they showed the video at WWDC that they were intending to put it on TV, too.  Not a smart move.

"We give you all the feels" is a reasonable message for developer relations purposes, but it's not a good consumer marketing message.  Even if Apple buyers do make feels-based purchase decisions, they don't want to admit that; they want to believe that they are purchasing superior technology, not superior emotion.

Also, the "Designed in California by Apple" slogan is flawed.  It doesn't appeal at all to people who don't care about the terroir of their gadgets, and for those that do it's easy to nitpick that the design might be happening in Cupertino, but we all know the manufacturing is being done in a Foxconn work camp in Hangzhou.


I think it also makes Apple more important then California. First it would be better to say USA if you want to make it American. I would rather see Designed by Apple in the USA but really you are right nobody cares where the product is designed (as far as ads)
 
2013-06-27 01:32:11 PM  
I saw that commercial when I was on a long weekend vacation a few weeks ago. I think I sprained my eyes from rolling them too hard...
 
2013-06-27 01:50:13 PM  
"1, 2, 3, 4, tell me that your ad's a bore..."
 
2013-06-27 01:56:46 PM  
You know what ads I like? Well, I'll tell you.

It's an ad for a Windows tablet. I think it's a Dell. It has Siri saying how she can't zoom like that, how she has no spot for an SD card, and how the price isn't cool. I think the commercial is really well done and amusing.

/wife has an ipad that I bought her
/even if we didn't have the ipad I wouldn't buy a Dell; my Inspiron laptop sucked
 
2013-06-27 01:59:48 PM  

skrame: It's an ad for a Windows tablet. I think it's a Dell. It has Siri saying how she can't zoom like that, how she has no spot for an SD card, and how the price isn't cool. I think the commercial is really well done and amusing.


It apparently wasn't done well enough for you to confidently remember what brand it was for.
 
2013-06-27 02:21:15 PM  
"Apple was never a company that bragged about itself," said Edward Boches, a professor of advertising at Boston University.

If that's his honest assessment, he needs to resign as an advertising prof. Obviously he hasn't been paying attention.
 
2013-06-27 02:24:43 PM  

poot_rootbeer: skrame: It's an ad for a Windows tablet. I think it's a Dell. It has Siri saying how she can't zoom like that, how she has no spot for an SD card, and how the price isn't cool. I think the commercial is really well done and amusing.

It apparently wasn't done well enough for you to confidently remember what brand it was for.


It's a generic Windows 8 tablet commercial put out by Microsoft. They briefly point out that the specific tablet is an Asus, but the manufacturer is not the focus.
 
2013-06-27 02:56:15 PM  
You can say it was "designed by Apple in California" but everyone in the whole world knows that it's built by Foxconn in China.

Making yourself appear to be disingenuous has never been a particularly effective PR tactic.
 
2013-06-27 03:17:49 PM  
This is proof positive that Apple has staying power. Their commercial is a total snoozer, and the headlines are that Apple's new commercial is a total snoozer.

It's bad publicity, but not "damages you image" type bad publicity. But it's still spreading virally.

My god... it's brilliant.
 
2013-06-27 03:27:02 PM  
Once upon a time, there was this small company called Gateway 2000 that advertised how proud they were that their computers were built in South Dakota, in a factory next to farms full of cows. They even put cow spots on their boxes.

You can make people feel good by saying you're from the Heartland, but saying your product was "designed in California" makes your company seem elitist.
 
2013-06-27 03:58:51 PM  

Evil Twin Skippy: This is proof positive that Apple has staying power. Their commercial is a total snoozer, and the headlines are that Apple's new commercial is a total snoozer.

It's bad publicity, but not "damages you image" type bad publicity. But it's still spreading virally.

My god... it's brilliant.


Brilliant it would be if they paid a marketing major with a shiny new Apple product for creating the ad.
FAIL it would be if they paid an ad agency more than your annual salary to create that ad.

My money's on FAIL.
 
2013-06-27 04:04:55 PM  

DesertCoyote: saying your product was "designed in California" makes your company seem elitist.


Elitist is their entire brand.
 
2013-06-27 04:24:38 PM  
DesertCoyote: Once upon a time, there was this small company called Gateway 2000 that advertised how proud they were that their computers were built in South Dakota, in a factory next to farms full of cows. They even put cow spots on their boxes.

You can make people feel good by saying you're from the Heartland, but saying your product was "designed in California" makes your company seem know you'reelitist.

FTFY
 
2013-06-27 04:49:35 PM  
What a stupid ad campaign. When you say "Designed in California," the implication is "Made in China."
 
2013-06-27 04:53:41 PM  
 
2013-06-27 05:34:41 PM  
5/21/2012
Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform.

Today:

Ace Metrix announces that Apple's new ads are no longer popular based on their polling of a focus group of 500 people. Funny how this click bait goes viral on all the usual tech related sites and is taken as gospel.

The truth is a lie.....make up your own mind about what you like and do not like.
 
2013-06-27 06:34:51 PM  

MrEricSir: What a stupid ad campaign. When you say "Designed in California," the implication is "Made in China."


Where the thing was designed is irrelevant; it doesn't matter if it was designed in Monterrrey or Minot, the bottom line is whether it does what you want it to do in the way you want it to do it.
 
2013-06-27 06:43:27 PM  
Ah, the daily iHater circle jerk.
 
2013-06-27 06:54:05 PM  
FTFA: But Bloomberg reports that the campaign is not registering well with the public, citing survey data from consulting firm Ace Metrix showing that the TV ad is Apple's lowest-scoring commercial over the past year.

Ace Metrix? Who is that? Let's check them out...

Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform.

Well then, they must be the perfect people to get an opinion on how well Apple's advertising is doing.
 
2013-06-27 06:55:36 PM  

bingethinker: Ah, the daily iHater circle jerk.


This time the whole world is involved.  If the company's scoring system is correct and the stock prices continue in the direction they've been going the past few months, you're going to have to start looking for another job.
 
2013-06-27 07:24:55 PM  

Tourney3p0: bingethinker: Ah, the daily iHater circle jerk.

This time the whole world is involved.  If the company's scoring system is correct and the stock prices continue in the direction they've been going the past few months, you're going to have to start looking for another job.


You have no idea how farking wrong you are. I've seen some stupid posts in my day, but yours is just absolutely crap. You obviously don't know what you're talking about, and have done no research.

Everyone knowsbingethinker doesn't have a job. He just posts in Apple threads all day.
 
2013-06-27 07:35:00 PM  
I'll start worrying about AAPL's decline as a brand  when they stop being the choice tech-brand of every intelligent, wealthy, and/or generally awesome character in every single movie or TV show.

/Hank Moody with a Droid... PFFFT
//personally invested in AAPL
 
2013-06-27 08:44:40 PM  
Just look at those elitist themes. The subtext is way below my liminal. I definitely would not engage with it.  -- studman69
 
2013-06-27 08:52:19 PM  

VarmintCong: poot_rootbeer: skrame: It's an ad for a Windows tablet. I think it's a Dell. It has Siri saying how she can't zoom like that, how she has no spot for an SD card, and how the price isn't cool. I think the commercial is really well done and amusing.

It apparently wasn't done well enough for you to confidently remember what brand it was for.

It's a generic Windows 8 tablet commercial put out by Microsoft. They briefly point out that the specific tablet is an Asus, but the manufacturer is not the focus.




Probably the best response from these commercials are Apple fans complaining that it isn't fair for Microsoft to knock an iPad in their ads, and that Apple was always too classy to never mock Microsoft products, which makes Apple superior in every way....

...conveniently forgetting about those "I'm a Mac, I'm a PC" line of ads that these MS ads are aping.
 
2013-06-27 09:02:51 PM  
"Designed in California!"is always followed by  "And assembled by near-slave labour in China." in my head when I see that commercial, and I always smirk.

/Old time Macboy, left Mac for PC when he had to buy his own computers.
//Probably never going back... though Windows 8 is just stupid enough to make me say "If the price is right... why not give Mac another shot?"
 
2013-06-27 09:11:02 PM  
They're putting their advertising department on an all-fruit diet until they die of what would have been treatable cancer?
 
2013-06-27 10:05:31 PM  

hamdinger: At least Sony explained why designing things in Japan was a big difference.


I was going to say "because Caucasians are just too damn tall" before I even clicked the link.
 
2013-06-27 10:28:01 PM  
Wow...That was the first time I've seemed that ad...and it seemed full of itself.

The Mac ads that I think show that the company is heading for a downward slide are the ones (2 separate ones) that show how more people in the world take pictures or listen to music through their iphone everyday than any other brand.  Aside from the the fact that I don't necessarily believe the claim, the only advertising claim strikes me as coasting and soaked in hubris..."EVERYONE else is using a iPhone, so you should too...what are our new features?  Just buy it, you'll love it...OR ELSE."

/IPhone 3GS user, it was okay, but I dislike running everything through itunes, and then they pissed me off with ios 6...let's take the media player and turn it into 5 different apps...we're so smrt!!!
//Galaxy Note2 - love it...except for the cracks about how it's my laptop...Great phone, but wrapped tight in my Otterbox case, she ain't exactly petite
 
2013-06-27 10:39:39 PM  

kingflower: 5/21/2012
Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform.

Today:

Ace Metrix announces that Apple's new ads are no longer popular based on their polling of a focus group of 500 people. Funny how this click bait goes viral on all the usual tech related sites and is taken as gospel.

The truth is a lie.....make up your own mind about what you like and do not like.


Hey now!

If you can't believe somebody on Samsung's payroll, who can you believe?
 
2013-06-27 11:40:30 PM  

DesertCoyote: Once upon a time, there was this small company called Gateway 2000 that advertised how proud they were that their computers were built in South Dakota, in a factory next to farms full of cows. They even put cow spots on their boxes.

You can make people feel good by saying you're from the Heartland, but saying your product was "designed in California" makes your company seem elitist.


Typing on my early 2003 Gateway 500X.

/Gateway? You mean a cow computer?
 
2013-06-27 11:53:28 PM  

GreenAdder: "Apple was never a company that bragged about itself," said Edward Boches, a professor of advertising at Boston University.

If that's his honest assessment, he needs to resign as an advertising prof. Obviously he hasn't been paying attention.


I would agree that he's not being too scholarly here. He's confusing his own perception of Apple with the reality that Apple has always been about the cool kind of boasting where they just tell you they're better and you accept it.

Their tagline at one point was "Think different," which may not sound like a brag at first, but the context is that Apple products are different  and better than what you'll find in the PC market. The Mac vs PC ads, likewise, drove home the point that PCs were inept and foolish while Macs were cool and smart. Apple had to adjust their advertising tactics in foreign markets because they were essentially doing comparative advertising, which is illegal in some countries (such as Japan).

And I might be wrong about this, but isn't the line "Designed by Apple in California" something that's been imprinted on their devices for some time now? It's a part of their heritage, isn't it?
 
2013-06-27 11:58:58 PM  

Honest Bender: DesertCoyote: saying your product was "designed in California" makes your company seem elitist.

Elitist is their entire brand.


Yeah, but this commercial really, really rubs it in, basically saying, "you rubes will buy anything with the Apple logo on it, not because of what it does, but just because it makes you feel good"

I mostly like Apple products, but goddamn, who thought this commercial was a good idea?
 
2013-06-28 12:02:17 AM  

secularsage: Their tagline at one point was "Think different," which may not sound like a brag at first, but the context is that Apple products are different  and better than what you'll find in the PC market.


It's not even grammatically correct. If anything, their slogan should have been "Think Differently."
 
2013-06-28 12:13:11 AM  

Allen262: DesertCoyote: Once upon a time, there was this small company called Gateway 2000 that advertised how proud they were that their computers were built in South Dakota, in a factory next to farms full of cows. They even put cow spots on their boxes.

You can make people feel good by saying you're from the Heartland, but saying your product was "designed in California" makes your company seem elitist.

Typing on my early 2003 Gateway 500X.

/Gateway? You mean a cow computer?


Gotta say, back in the day, Gateway built some tank-like PCs, in terms of reliability. I had a P2 350 that I used as an occasional file server, until I finally retired it a few years back. The damn thing has a built-in Zip drive, FFS. Ran pretty much 24/7 for 10 years or so.

/It's still in a closet, I can't bear getting rid of it
 
2013-06-28 12:52:23 AM  
"We're the reason your life has any meaning. You should be god damn happy we let you buy our expensive products we get slaves to make"

That's the only thing I hear when I see these stupid ads.
 
2013-06-28 02:11:57 AM  

Pardon Me Sultan: FTFA: But Bloomberg reports that the campaign is not registering well with the public, citing survey data from consulting firm Ace Metrix showing that the TV ad is Apple's lowest-scoring commercial over the past year.

Ace Metrix? Who is that? Let's check them out...

Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform.

Well then, they must be the perfect people to get an opinion on how well Apple's advertising is doing.


Cue Samesung copycat commercial in 3-2-1...
 
2013-06-28 03:30:13 AM  
Apple is an extremely profitable and well managed corporation whose technology works very well by design, with the side bonus that by their products interlapping so well they tend to be able to achieve more functionality together.

And I hate them because...um....because I hate their fans. Yeah that's it.
 
2013-06-28 08:12:32 AM  

dangelder: Apple is an extremely profitable and well managed corporation whose technology works very well by design, with the side bonus that by their products interlapping so well they tend to be able to achieve more functionality together.

And I hate them because...um....because I hate their fans. Yeah that's it.


Clearly you've never used XCode.
 
2013-06-28 08:37:54 AM  

Honest Bender: "Apple was never a company that bragged about itself," said Edward Boches

[media.tumblr.com image 479x361]


I dunno... I think you could make the argument that their douchtastic ads the last ten years have been more about childishly insulting everybody else more than thumping their own chests.

Apple has never really pulled themselves up so much as they've tried to knock everyone else down. They don't try to get better, they just try to make everybody else look worse by comparison because the former would actually require a measurably superior product to sell while the latter is just a matter of starting a pissing contest with the nerdy kids that are already fairly unpopular.

oh_please: I mostly like Apple products, but goddamn, who thought this commercial was a good idea?


Gee, I don't know.... the people you've been monetarily rewarding for having exactly that attitude about you?

I guess I don't see why this is surprising to anybody. Are Apple's customers really so lacking in basic self-awareness that this is what it took for them to realize that Apple thinks they're just a bunch of dippy sheep begging to be fleeced? Because I've been getting that vibe from them since at least the "I'm a Mac/I'm a PC" days. Which was like.... seven years ago.
They've been selling their shiat in giant glass "HEY LOOK AT ME, I'M AN ATTENTION WHORE" boxes. You're really shocked to realize that they're pompous dickweeds?
 
2013-06-28 09:17:45 AM  

oh_please: Gotta say, back in the day, Gateway built some tank-like PCs, in terms of reliability. I had a P2 350 that I used as an occasional file server, until I finally retired it a few years back. The damn thing has a built-in Zip drive, FFS.


That.  I have a P2 400 (internal Zip drive and all) that's still humming along in my basement as a file server that has been in nonstop use since 1998.  That computer is like a pair Lee Dungarees.  Can't bust 'em.
 
2013-06-28 09:28:29 AM  

GreenAdder: It's not even grammatically correct. If anything, their slogan should have been "Think Differently."


Unless the intended parsing was "think about something that is different", rather than "perform a different manner of thinking".

Likely some Marketing bigwig convinced everyone that both meanings could be conveyed simultaneously, and that the grammatical error with one of the meanings was unimportant.
 
2013-06-28 09:30:05 AM  

oh_please: Gotta say, back in the day, Gateway built some tank-like PCs, in terms of reliability.


All of them did, back in the days when people were willing to pay more than $1000 -- several times that, in fact -- for a complete desktop system.

Well, all of them except Packard Bell.
 
2013-06-28 09:26:01 PM  

skozlaw: oh_please: I mostly like Apple products, but goddamn, who thought this commercial was a good idea?

Gee, I don't know.... the people you've been monetarily rewarding for having exactly that attitude about you?


If you count buying the Mrs. a 160GB ipod a few years ago, then I'm guilty as charged. I was saying that Apple products are just fine in terms of quality, design, and CS. Overpriced? I totally think so, but a lot of people would disagree with you. Value is in the eye of the beholder, perception is reality, and Apple's numbers don't lie.

skozlaw: I guess I don't see why this is surprising to anybody. Are Apple's customers really so lacking in basic self-awareness that this is what it took for them to realize that Apple thinks they're just a bunch of dippy sheep begging to be fleeced? Because I've been getting that vibe from them since at least the "I'm a Mac/I'm a PC" days. Which was like.... seven years ago.
They've been selling their shiat in giant glass "HEY LOOK AT ME, I'M AN ATTENTION WHORE" boxes. You're really shocked to realize that they're pompous dickweeds?


It was much more subtle back then, the Cult of Apple has always been around....You sound very angry about how other people spend their money.
 
2013-06-28 09:35:38 PM  

Tyrone Slothrop: dangelder: Apple is an extremely profitable and well managed corporation whose technology works very well by design, with the side bonus that by their products interlapping so well they tend to be able to achieve more functionality together.

And I hate them because...um....because I hate their fans. Yeah that's it.

Clearly you've never used XCode.


I used CodeRunner for Java while I was working on that part, and now I use Coda for the web part I'm working on.
 
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