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Apple Continues 'Designed by Apple' Campaign With Double-Page Print Ad
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inkswamp
macrumors 68030
In advertising, traditionally, the underdog is allowed to take shots at the competitors without looking petty or low-class. That's why I think Apple finally retired the Mac/PC ads. At one point, those and the switcher ads were perfectly fine but Apple's position as a dominant player in the tech world has made that kind of thing a little tacky.
franswa za
macrumors 6502a
whooleytoo
macrumors 604
It sounds to me like someone inside Apple (or in an agency working for Apple) has made a deliberate decision to position Apple's brand/image slightly differently. Instead of being an iconic brand, which happens to be American - it's now being pitched as an iconic American brand. Like a shiny, 21st century "Harley Davidson".
I don't know if "in California" vs "in USA" has anything to do with the anti-US sentiment, or opinions on US engineering (as opposed to Japanese/German etc.), I think it's just as likely taking pride in a strong & proud local state identity; plus it's saying the brand is American without having to scream it.
They've used the 'designed in California..." tagline for some time, but it seems it's being focused on much more now.
I don't know if "in California" vs "in USA" has anything to do with the anti-US sentiment, or opinions on US engineering (as opposed to Japanese/German etc.), I think it's just as likely taking pride in a strong & proud local state identity; plus it's saying the brand is American without having to scream it.
They've used the 'designed in California..." tagline for some time, but it seems it's being focused on much more now.
As a Canadian, I'm not certain that there is much relevance in the California reference. There has been a significant movement among the population here to support Canadian businesses, especially since the US started along its protectionist ways during the recession. So it find it odd that they ran this in a Toronto newspaper.
That being said, nobody designs computers in Canada on a large scale, so the point may be moot. But for most folks around here, it doesn't matter whether it's designed in California, Germany, Sweden or Australia. It's all money going to a foreign company.
That being said, nobody designs computers in Canada on a large scale, so the point may be moot. But for most folks around here, it doesn't matter whether it's designed in California, Germany, Sweden or Australia. It's all money going to a foreign company.
inkswamp
macrumors 68030
That's how it works in the U.S. We have a high percentage of people here whose families have emigrated (some very recently) from other countries. It would actually be next to impossible to run a company comprised of people whose entire family history is native to the country. It's a given. You don't have to be pedantic about it.
So, what exactly is your point?
Rogifan
macrumors Penryn
Don't really care
Anybody not aware that Apple designs their stuff in California is woefully out of touch with reality.
I don't really care where it was designed, but it seem to be increasingly important to know where it was built.
While Apple might be a large employer in Cupertino, they hardly have done anything to boost US economy and bringing more jobs back to the US. Considering the substantial profits margins they make on every device Apple can easily absorb the added cost of what it would take to assemble products "back home" rather then overseas. I mean there is no reason to increase the cost of a product when it makes $300 profit anyways just because it's built by Americans.
I don't know what Apple is really getting at with this campaign. Why start to change the name of iOS and OS X based on California stuff? Why the big love in for California all of a sudden?
Most likely this is simply to try and get the state government sympathetic to some policy/law Apple wants changed by being overt to how pro-California they are. Or maybe its just a dig to have American's stop buying foreign products made in Korea. The whole thing seems desperate and transparent.
But for the rest of the world, and most likely the rest of the US, they are simply saying "So what?" to the campaign.
Its not like anybody is going to go "Oh, its designed in California, well then that settles it, I'm buying an iPhone!". Since Steve Jobs I think most of Apple's ad campaigns have fallen flat. Another dud.
Anybody not aware that Apple designs their stuff in California is woefully out of touch with reality.
I don't really care where it was designed, but it seem to be increasingly important to know where it was built.
While Apple might be a large employer in Cupertino, they hardly have done anything to boost US economy and bringing more jobs back to the US. Considering the substantial profits margins they make on every device Apple can easily absorb the added cost of what it would take to assemble products "back home" rather then overseas. I mean there is no reason to increase the cost of a product when it makes $300 profit anyways just because it's built by Americans.
I don't know what Apple is really getting at with this campaign. Why start to change the name of iOS and OS X based on California stuff? Why the big love in for California all of a sudden?
Most likely this is simply to try and get the state government sympathetic to some policy/law Apple wants changed by being overt to how pro-California they are. Or maybe its just a dig to have American's stop buying foreign products made in Korea. The whole thing seems desperate and transparent.
But for the rest of the world, and most likely the rest of the US, they are simply saying "So what?" to the campaign.
Its not like anybody is going to go "Oh, its designed in California, well then that settles it, I'm buying an iPhone!". Since Steve Jobs I think most of Apple's ad campaigns have fallen flat. Another dud.
franswa za
macrumors 6502a
iWATCH?
this could be crazy, but.... 60 seconds.... is this foreplay to an apple watch sliding down the nano to the wrist? 😕
this could be crazy, but.... 60 seconds.... is this foreplay to an apple watch sliding down the nano to the wrist? 😕
Does anyone have any ideas why the 
logo is not present in this campaign? I would have included it if they had asked me!
logo is not present in this campaign? I would have included it if they had asked me!
I don't get it. Who else would design Apple products but Apple? It's like saying "designed by Apple by designers at Apple who design things."
Just wait until Samsung's new ads:
Designed by Samsung in South Korea
It's like Apple is daring them to copy that. Samsung doesn't want to remind Americans that their stuff is not only not made in America but not even designed here either. And all the money Americans pay for Samsung products goes back to Korea.
Designed by Samsung in South Korea
It's like Apple is daring them to copy that. Samsung doesn't want to remind Americans that their stuff is not only not made in America but not even designed here either. And all the money Americans pay for Samsung products goes back to Korea.
Michael Goff
Suspended
You really don't know how multinational corporations work, do you? I imagine you believe that Microsoft has a big vault in Redmond with all the money they make world-wide, too.
It would help if you actually learned how to read and comprehend what you are replying to.
new ad campaign
The new ads are Apple's desperate attempts to save face. They have nothing new to offer at this point in time. The iPhone 5s release is so "last Year" and the software is just being messed with by developers. All I read is how buggy it is and how unprofessional the icons look.😕
The new ads are Apple's desperate attempts to save face. They have nothing new to offer at this point in time. The iPhone 5s release is so "last Year" and the software is just being messed with by developers. All I read is how buggy it is and how unprofessional the icons look.😕
Rogifan
macrumors Penryn
No I think most people are saying "so what" to Apple's products being assembled in China. Just like they say "so what" to every other American company that assembles their products in other countries. Most people don't care.
Someone who is cynical about Apple is posting a cynical comment about the iPhone 5s and iOS 7 BEFORE both have been released to the public? What a shocker.
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Yes is powerfull, but I have the feeling they are "surfing a wave" of what they used to be.
it is just me.
Michael Goff
Suspended
Except the concept that all American money spent on a Samsung phone or tablet goes straight back to Korea is complete ************.
