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Apple Introduces Three New Mac Ads During Olympics Opening Ceremonies
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Also, most of the ads we've seen from Apple the last few years have been focused on the iPhone or iPad, each of which has a certain style. iCloud has been dropped in lately to in a similar manner, but it wasn't exactly Mac-centric. The tone of these Mac ads (debuting the week of Mountain Lion's release) is more in line with older Mad ads. If these debuted right after all the countless "I'm a Mc" ads, we might not be cringing as much. And after watching these again with "Mac" in mind over "Apple," I get them a bit more. I still think the tone was a little too slapstick, but I like the direction.
Mac's are more complicated than iPhones and iPads. They may not be as complicated as a Windows PC, but they're simply not as obvious as an iPhone or iPad. This is not a bad thing, it's simply the way it is.
The more I thought about the ads in relation to the apps, the more I recalled how often I help Mac users who have never used iMovie, iPhoto, iDVD, GarageBand, and so on. Many have scratched the surface of iPhoto more by accident than anything, but they're not aware of all it can do, let alone how relatively easy it is to do such things. And the ads I feel do point this out well.
Sure, the Genius is present, but as he walks the guy on the plane through the process of making the video, he illustrates how easy it really is more than how complex it is. He's not doing it for the guy, the guy is doing it himself. The Genius serves more as a sort of active narrator, and he's saying, there's the app, and it's so simple that you can do this. What seems like the obvious thing to do is the right thing to do. Drag video in, drag song in from iTunes, add effect.
This is an ad aimed at the non-nerd Apple market. These people are buying Macs more often than not because they're considered more stable and less likely to get Viruses. They don't know about iLife going into it and thus likely don't dig in too deep, despite the fact that they might be interested in the apps if they were more informed about them. That's what these ads are aiming to accomplish, and again, while I thought they were a bit too slapstick and too similar in tone to a Best Buy ad, the central message rang true throughout, and it's simple enough that the intended audience (absolutely not anyone posting on an Apple-related message board!) is able to get it:
Macs allow you to do a whole lot of stuff that you might not know you can do, and it's not very hard; and even if you don't think you can do it, the Genius Bar is there to show you that, yes, YOU can do it, and it's easy.
Mac's are more complicated than iPhones and iPads. They may not be as complicated as a Windows PC, but they're simply not as obvious as an iPhone or iPad. This is not a bad thing, it's simply the way it is.
The more I thought about the ads in relation to the apps, the more I recalled how often I help Mac users who have never used iMovie, iPhoto, iDVD, GarageBand, and so on. Many have scratched the surface of iPhoto more by accident than anything, but they're not aware of all it can do, let alone how relatively easy it is to do such things. And the ads I feel do point this out well.
Sure, the Genius is present, but as he walks the guy on the plane through the process of making the video, he illustrates how easy it really is more than how complex it is. He's not doing it for the guy, the guy is doing it himself. The Genius serves more as a sort of active narrator, and he's saying, there's the app, and it's so simple that you can do this. What seems like the obvious thing to do is the right thing to do. Drag video in, drag song in from iTunes, add effect.
This is an ad aimed at the non-nerd Apple market. These people are buying Macs more often than not because they're considered more stable and less likely to get Viruses. They don't know about iLife going into it and thus likely don't dig in too deep, despite the fact that they might be interested in the apps if they were more informed about them. That's what these ads are aiming to accomplish, and again, while I thought they were a bit too slapstick and too similar in tone to a Best Buy ad, the central message rang true throughout, and it's simple enough that the intended audience (absolutely not anyone posting on an Apple-related message board!) is able to get it:
Macs allow you to do a whole lot of stuff that you might not know you can do, and it's not very hard; and even if you don't think you can do it, the Genius Bar is there to show you that, yes, YOU can do it, and it's easy.
People please shut up. Steve Jobs is gone. Stop thinking about whether or not Steve would have approved of this. He said himself that he didn't want people wondering if he (Steve) would have done this or that. He wanted whatever was best for the company. Besides, Apple is the richest company in the world. They can afford to have a couple bad commercials. It's an opinion anyways.
I actually cringed when I saw the ads. By having to call on a genius to do work on their Mac, it makes the Mac look too complicated for the consumer. This ad was a big miss from my viewpoint. Steve also had some bonehead ads along with his classic ones, so I don't think this is necessarily a trend toward mediocrity. However, it will be interesting to see their follow-up ads.
Steve's death is just a convenient excuse. Everything Apple ever does has always been picked apart and criticized foolishly by people with no demonstrable skills or experience in the aspects of Apple's business they're criticizing.
Steve was very sick for a long time before he died. And the product development cycle is very long as well. We really have no way of knowing how much Steve is or isn't in the latest products.
Happy customers, record sales and millions in revenue? I don't see why you'd want to change that.
Haha, that one's funny.
I gotta say, you guys are a damn WHINY bunch. I realize now why Apple is so successful.... Whether it's those who loath its very existence of revolutionary iconic status because they can't grasp it (therefore backlash as its a low common denominating way to behave), or those who have too tight a grip on it.
Don't you guys get it. These were VERY PURPOSEFULLY DONE to be "cute", humanizing, and "accessible". Apple has their "Magical" ads in full effect, the new Scorsese one is great, and has that cinematic tone.
Apple needs to prove that they're still fun, immature, human, and "for the people". They NEED to start stabbing back at their competition and haters, because WAY TOO MANY people are copying them, and too many people are supporting the copying of Apple (ironically, the haters hate the original, but love the copies? Sounds like a weird character flaw).
Yes, these weren't that sharp, or great, but they're very much "Mac Ads". I'd like to see some refining and standout aspects on the next one, but I wouldn't write Apple off as "not knowing what they're doing".... They know EXACTLY what they're doing here, and these commercials intent is fulfilled.
Tim Cook was Steve's right hand man, don't write him off so easily. He's also on Nike's board, so he has an even more dynamic view of strategic and world class marketing. I personally would love if Jony Ive got a more direct position to oversee ALL creative things Apple, but who knows, maybe he helps approve these ads as well (he is after all, Steve's creative soulmate). And finally, Phil Schiller has always been in charge of marketing. He's the most important piece of the puzzle in many respects right now.... he's in charge of the branding image, and he's been doing it ALL THROUGHOUT Apple's revolutionary run.
There were a lot of blunders during Steve's time, many by the man himself. A lot of Apple's success is attributed to ideas he didn't like, but accepted, and turned out to be huge hits. I miss him as much as anyone, he's not replaceable, but so many people are using this as some out of whack crying game with every "misstep" they perceive Apple to take. You guys have short memories as people were crying WHILE Steve was alive as well, about "missteps", "un-Apple like", etc.
Fact is, very little has changed since Steve left, yet at least. Marketing of course is on the minute, but otherwise, what Apple is doing RIGHT NOW is a product of when Steve was alive, not to mention, Steve wasn't acting CEO or hands on for a while, so TIm Cook's been running the show for years really. Things move slowly behind the scenes when it comes to plans and pipelines, etc. I would assume that Steve even knew of the soon to be Dividend and approved it.
Maybe these ads serve a dual purpose...a little humour for Apple customers old and new, and a little nudge for people who may be considering employment as a genius with them, they seem to have a shortage of geniuses at present.
This happens on a cyclic basis as some get promoted, and others move on to pastures new...The ads are more amusing than sales orientated.
This happens on a cyclic basis as some get promoted, and others move on to pastures new...The ads are more amusing than sales orientated.
Oh come on - Apples tv spots have never been totally consistent but rather diverse. Think about the early spots, the toasted bunny, the lemmings - what did they have in common with the "get a mac" series. What did the spot where the power mac g5's power pushed the guy through walls have together with the "think different" campaign? Also i wouldn't say 1984 has anything in common with the 1st iPod spot or the shadow people?
Yes the new spots are different, so have the previous ones been. This is called change or even innovation - this is what some of us love this company for.
not bad commercials. I prefer the I'm a Mac series, but these are ok. Made me want a blue Genius shirt though.
As a Windows and Android user I felt very embarrassed for you guys. It felt like a cheesy fast food commercial and an insult to Mac users. Instead of showing of the hardware and software they just made the user look dumb.
I still come here because I want to believe that Apple has some magic left but I'm starting to get annoyed by Apple decisions from lawsuits to lack of innovation.
I still come here because I want to believe that Apple has some magic left but I'm starting to get annoyed by Apple decisions from lawsuits to lack of innovation.
Apple already owns the smart crowd. Maybe it's going after the simpletons with these commercials.
As a long time user... (first was a PowerPC Performa 6300CD) I don't like the way Apple is changing. Sometimes is better to have a crazy boss and sometimes don't. This Post Steve era is more like "let's polish the same stuff we have and wait for the catastrophe" instead of "let's work hard on the future of Apple now that Steve's gone" this type of ads doesn't say nothing, doesn't sell anything and they are not funny at all.
If Google starts making better products in this era I will be very disapointed.
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Put my name in that list. I'm afraid my next toys will be a System76 laptop and A Nexus phone...
Apple needs to focus.
If Google starts making better products in this era I will be very disapointed.
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Put my name in that list. I'm afraid my next toys will be a System76 laptop and A Nexus phone...
Apple needs to focus.
I agree.... they suck.
For one thing, the genius should go easy on the lipstick... and the fanaticism. They portray him as a charismatic fanatical nerd that sleeps with his uniform on, travels and walks the streets in character...?
But most importantly, they portray customers as morons that forget their wedding anniversary and think that a quick video will make up for it; shallow fathers that cant keep priorities straight while their wives go into labor; or cheap uninformed mac-wanna-be consumers that would buy anything as long as they save a few bucks.... and none of them can figure out anything without the help of an Apple "genius".
What ever happened with "it just works"?
The new message seems to be, "it's not so easy - most likely you'll need the help of a genius to buy a Mac or use the software in it".
Not classy. Not funny. Not marketing-savvy.... at all.
Pity.
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These aren't targeted at existing Mac users. It's a way to sell potential switchers to the Mac by promoting their great customer service.
But hey, why let another opportunity pass to go to the "blah blah since Steve died" well?
But hey, why let another opportunity pass to go to the "blah blah since Steve died" well?
Welcome to the new Apple where superiority is assumed, shiny matters more than substance and perfect employees are never off the clock or without their badge.
If it's Apple it's perfect. If it isn't perfect it's probably a knock off. Don't worry, our support staff are actually androids that can spew marketing at you no matter how insane you happen to be.
I totally disagree with you. Macs vs PC ads were the best concept of advertising in the history of marketing industry said by Times magazine back in those days. Why? They were funny, BUT they were selling Macs and explaining the differences between machines. It were meant for new costumers that didn't had a clue about Mac products.
These ads ? SUCK big time.
Yes I'm almost 40 years old, yes I'm not like you a youngster who doesn't give a ***** about marketing or selling points. You just want an Apple sticker on your car. When Apple fired Steve they were worried and let me tell you back then the PowerMac G3 was introducedmto the design press era. Those machines were phenomenal and Steve wasn't there yet.
When he came back he took that monster and drop a transluscent blue egg on top and the iMac was born. He used the same machine. He knew they nailed it without him and with him on board the company was going to rise and prevail.
It is no coincidence that the iPhone, iPod and iPad even the Portable Macs aren't changed and is not rare that all of what's happening here is just small changes of improvements. Why? iOS will be the priority here. This iOS guys at Apple are taking over. Everything will be touch and inside store only.
The Next Apple?
1) no hard drives. Just little bit of memory to push you on the iCloud religion.
2) everything will be Multitouch. OSX for pro iDevices as iPad pro and iOS for consumer devices.
3) no third party app stores. Just Mac App Stores and iOS app stores.
4) most important:
Every company will be like that.
google, Amazon and Microsoft.
Own products, own softwares, own app stores.
And you will decide who will be the owner of your soul.
Laugh now. But I don't see nobody using floppy drives or CDRoms today. Both thing were pushed by Apple back in the days.
Start praying, things are getting ugly here.
Give me a break. Most of you were so far up Steve Job's behind you couldn't tell the forest for the trees. So, Apple moved on and forward, you are all SO quick to condemn Apple for EVERY post Jobs move. Get real, and get a life.
What a lot of folks seem to have missed about Steve is that his role on campus was mainly keeping the weasels from eating each other. This is why Apple went to such a strange place during the 90s and why they're already headed in some bizarre directions. Without Steve there's nobody to call forceful personalities on their bad ideas or keep internal politics from distorting the company beyond all recognition. Fasten your four point restraints.... things will be getting uglier.
Well the commercials are what they are and Apple put them out.
The challenge to the people who are critics of the ads would be....
Together all the critics should collaborate and create the ideal commercial for Apple that is flawless and presents the product and what Apple is. If they were to do that it would gain some serious respect, instead of just easy to make criticism on a forum.
As soon as the critics commercial of how Apple should have done the commercial is ready, please post the link on this thread so that we all can view it. Then we truly will have a commercial that we can compare it to and then rule these 3 commercials as officially lame.... by comparison and contrast.
I don't know... this just seems like a simple way to rule these 3 commercials as lame when we can compare it to another commercial created by the Apple uses here.
The challenge to the people who are critics of the ads would be....
Together all the critics should collaborate and create the ideal commercial for Apple that is flawless and presents the product and what Apple is. If they were to do that it would gain some serious respect, instead of just easy to make criticism on a forum.
As soon as the critics commercial of how Apple should have done the commercial is ready, please post the link on this thread so that we all can view it. Then we truly will have a commercial that we can compare it to and then rule these 3 commercials as officially lame.... by comparison and contrast.
I don't know... this just seems like a simple way to rule these 3 commercials as lame when we can compare it to another commercial created by the Apple uses here.
Saw the airplane one first and thought it was cute, then later the hot dog stand one came on..... Wow that was bad.