Apple's 'Designed by Apple' TV Ad Scoring Poorly with Viewers

[ConsiderThis]

One problem here: while consumers love their Apple devices on an individual level, I think many have mixed feelings about whether these devices have really improved our emotional lives -- as the sappy narration implies.

Not making a claim about the utility of iDevices - I love mine, too - but I think the mixed feelings most of us have really challenge the effectiveness of an emotion-driven campaign like this.

But you said it. You love your devices. I don't think there's any question that iDevices have -actually- made a significant impact on the way people interact with not only other people through their devices, but also the way they interact with the devices themselves!

How many times have I sat down to text or call someone using someone elses phone, use someone elses computer (goodness knows, use their television!) and said "Man I wish this was as easy as my (insert mac device)." Apple has legitimate claim to really improving user experience. It's all they've been focused on for decades! By extension, so many developers have created apps or other services that connect people through these devices.

This ad (to a market that has seen a lot of abuse over the last few years as loyal supporters of Apple-culture) adds the bitter pill with awkwardly defensive and ultimately adolescent bragging.

 

[sinsin07]

It's not ridiculous, I have 22 thumbs up and if you read the thread many people said the same thing. ...snip

What a juvenile answer. Have you consider there is no option to give you thumbs down?

 

[HenryDJP]

I don't see how they're going back to their roots, nor what target audience they could possible get from this, nor what about their worst ad in ages would indicate to you this'll be a great campaign.

For you to say this means you've never seen the "Think Different" ads and if you have then you don't know the meaning of them. Apple is indeed going back to their roots.
It's enough they keep getting slammed for catering to the consumers who didn't help build the company from jump street.

 

[gopnick]

Apple clearly sells more than a product - they sell a lifestyle. That said, this says more about THEIR lifestyle than the consumer. It's more about 'what makes Apple happy' than anything else.

I think this is a great ad for people inside the company. I don't think most consumers care. I'm a Mac geek, and it did nothing for me.

Now show me that spinning iMac commercial from the 90s, and I'll smile like an 8 year old who just ate a package of sugar cookies.

 

[forty2j]

My point….if California sank in the ocean tomorrow the world would still get along just fine…

All we get from California are stupid laws and regulations that make everything more expensive for the rest of the country. California pipes in water and power from other states, sucking resources from the rest of the country and 'saying look at us were California the most important state of the union' but to the rest of the union California is a JOKE!

You appear to have some deep-seeded emotional issues that are coloring your view of the world. Did California steal your teddy bear or something?

- The only laws I know of where California takes the lead is on environmental issues, because L.A. gives us a look about 3-5 years ahead of what any other major city would look like with it's state of pollution. California's example becomes adapted as national law because it's necessary and it makes sense.
- Any other laws or regulations aren't affecting you if you don't live in California, and if you are, you can exercise your civil right to try to do something about it if you can find a majority to agree with you.
- Every state pumps in electricity and water from every other state. It's just how the utilities work. Remember how a squirrel in Ohio took out half the east coast 10 years ago? Yeah.
- I have no idea what you're talking about with this self-agrandazing position you suppose California is offering. I haven't seen any evidence of that.

….we became the world leader by default after defeating the USSR in the cold war. When we try to back off, we are often called upon by weaker countries, to aid them, be it technology, money, weapons or food, and we always provide.

You have no idea the resentment the world harbors for us...

 

[50548]

You probably wouldn't have said a word if Apple was based in Switzerland and created the ad saying "Designed in Switzerland". It's always the people that live outside the US that bitch the most about the USA on MR.

1 - I am not Swiss and couldn't care less about what you say above;

2 - Apple makes most of its revenues from OUTSIDE the US and has a highly-international labor force;

3 - The US is NOT the center of the world.

 

[HenryDJP]

This is what happens when a company pointing forward starts to curve their finger back onto themselves.

Pointing at your existing self while crying out about how holier you are than, say, everything else (by implication) is an exercise in abandoning your forward thinking and substituting your past as your endearing celebrated quality.

In a way, it's the difference between these two messages:
"Hey, mommie! Look at me!"
"This is hot. And it has been perfected."

In the real world, Today is in the past. It's just the most recent version of the past. Ten minutes from now isn't the future, it is just an unrealized near-field version of right this instant. Apple's focus needs to be two months forward of right now.

"The Future" is what Apple used to be with Jobs—a futurist—at the helm. Cook is no futurist. He is a great team player, but Jobs was the antithesis of that description.

People hear this: "We have been great in the past, so shouldn't that mean something to you?" ...to which they instinctively reply, "Get off my lawn!"

Institutional advertising is a lousy substitute for ads that promise a great, hot new product, a great performance rating, the coming of a new era based on how we point forward, etc.

They have these stories to tell. The last keynote told several of them. But they've become chicken to speak toward anybody except the lowest common denominator target listener.

Come on, Apple. You've shown that you can grow a pair. Now squint your eyes and start hunting.

You're getting so worked up over an ad is if every other tech company makes fantastic ones.....Oh Wait! I haven't seen Sony's or HP's or Dell's or Lenovo's or even Samsung for that matter showing ALL the great products they make and how their customers are using them. Maybe it's because none of these tech companies make any products that are truly newsworthy.

 

[Smith288]

Don't you realize CA is also a huge agricultural state. A huge portion of the food comes from CA. If you disagree with the states economic policies that's fine. I feel you shouldn't dismiss it's strength and importance to the USA. Every state has it's niche and role for the health of the country.

I didn't dismiss CA. I am dismissing the leadership. It's ran by economic deficients.

 

[TyPod]

I would have to agree with the viewers, I do not like Apple commercials one bit.

 

[dolphstar73]

It sort of mopes...

..Apple is supposed to be fun, easy...you know it's great even if you don't know why, and unafraid to take humorous jabs at big competitiors. Design, deschmine...you shouldn't have to preach about it - stop being so serious

 

[CapnJackGig]

Of course they're scoring poorly. They're horrendous ads.

 

[forty2j]

Don't you think the investors, developers, employeesalready understand Apple and their vision? These are the people that are *wholly* invested in the company and their future. They shouldn't be wavering when a company as robust and visionary as Apple commands the helm.

But they are. The market has shuddered and the aftershocks are rippling throughout the company. Apple has shifted its focus and individual products are sufferring in a big way. Apple executive leadership has rotated in and out desperately seeking new blood to maintain the old magic.

This is not the mark of a healthy company and the world is responding to that...

People "invest" in Apple looking to make a quick buck, and the holler at Apple for not doing things that let them make that quick buck (at the expense of the vision and the future).

 

[HenryDJP]

1 - I am not Swiss and couldn't care less about what you say above;

2 - Apple makes most of its revenues from OUTSIDE the US and has a highly-international labor force;

3 - The US is NOT the center of the world.

I never said you were swiss, but your forum avatar says "currently in switzerland". I took that as you living in switzerland or do you go out of your way to inform the forum by listing on your avatar every vacation spot you it up? Or are you being as misleading as some are accusing Apple of being? Designed in California, Currently in Switzerland...
Apple's products are designed in California and many are starting to be made in the USA. Deal with it sir.

 

[CapnJackGig]

Sigh. I like the ad.

But, I guess you must have two people secretly scheming against each other, or one person making another look foolish, or some scene of awkward humor that has little to do with the product, otherwise your commercial is a failure nowadays.

Hilarious since Apple pretty much started that. But now that they're not doing it, we hate the idea. Apple fans are far too predictable.

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Those focus groups and consultants just want clicks and publicity. Now EVERYTHING Apple does is absolute rubbish isn't it? I don't think so, I think the ads are beautiful, Apple is doing great and there are great thinks coming for the future, I hope they don't listen to all the detractors, like SJ used to. Apple has a heart, unlike most tech companies. I love the ads.

Apple has a heart? Uh huh. That's why they use slave labor to make their products? Holy crap.

 

[Solomani]

I love these ads compared to some of the previous ones. Reminds me of the Think Different campaign which was also more of a company manifesto. Hope to see more like it.

The Think Different campaign was not well received at first. In fact many viewers who saw it the first time were scratching their heads... "Uhh this is an Apple ad? What the hell are they trying to sell? What ground-breaking product at they introducing here? I don't get it."

 

[glutenenvy]

"Designed by Apple in California", focusing on the company's brand and how its primary goal is enriching lives.

Could the low acceptance be that this type of video is usually for training new hires and not for selling products to the public?

 

[TMay]

Generous area is more important in an ergonomically handy surface. Other than video display, the 16:9 proportion is longer than one needs for many, many functions. Maps really should be square, for instance. Letters are almost 5:4. Pocketable computers like the iPhone/iPods gain usefulness with longer aspect ratios, and their more 16:9 shapes are substantiated. But pads are surfaces to be filled top to bottom and side to side. Maps on a 16:9 surface are not as communicative. Too much is lost from view with the native crop and the desired enlargement.

When I read or experience something on the iPhone, I can't WAIT to get back to the iPad instead. That bigger, chunkier area is 20X more pleasant.

A huge amount of ergonomic research has produced the iPad shape. Research that the other tablet makers never even thought to explore. They "suspected" this or that, too.

I am looking forward to the bezel reduction of the next iPad. This and weight reduction will be nothing but beneficial to the user.

 

[jonnyo]

The feast/famine model is flat-out wrong

The buying public has an insatiable thirst for news and new products. When you are constantly releasing such things then you get and keep their attention, thus controlling the conversation and perception. But if you condense the majority of your announcements into a single calendar quarter, as Apple currently appears to be doing, then you have nothing to quench that thirst with for the rest of the year. This means your customers will look for someone else to do it, thus letting your competition get a foot in the door.

I don't know if moving every major intro into the fall was intentional or if the development cycles naturally ended up that way, but Apple absolutely needs to correct this problem.

 

[Wolfpup]

For you to say this means you've never seen the "Think Different" ads and if you have then you don't know the meaning of them. Apple is indeed going back to their roots.

Of course I've seen Think Different, and these ain't no Think Different. They're slow, boring, uninspiring, and completely full of it. Think Different is maybe pretentious too, but at least it's interesting and to the point.

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I am looking forward to the bezel reduction of the next iPad. This and weight reduction will be nothing but beneficial to the user.

I'm not. The bezel is a nice size right now, and lets one hold it fairly easily. Maybe they'll pull this off, but I was filled with dread when I first heard they were doing this.

The only advantage of shrinking it is if that would make it pocket-able, but it won't.

 

[ConsiderThis]

People "invest" in Apple looking to make a quick buck, and the holler at Apple for not doing things that let them make that quick buck (at the expense of the vision and the future).

This is exactly the point! And the reason for the targeted advertisement. Designed by Apple in California means nothing really... Goodness knows I didn't mind when I saw it printed on every Apple package I have, why start now?

Apple is finding itself between a rock and a hard place because all of the sudden, they are at the imminent mercy of their shareholders, the media, their developers, and by extension anyone that is actually paying attention to technology these days. If they focus exclusively on amazing design at the cost of market-share, their balloon deflates and they lose face among the global market. If they focus on the wanton demands of the market to the detriment of quality product development, the Hindenburg goes down in flames.

Advertisements like these are only as meaningful as the message they convey.

 

[petsounds]

How can you say that? He was there mostly under Jobs. What, a year maybe without?

Jobs was basically not involved the last year or so he was alive, so really about two years of Forstall-only software design. I think Jobs was able to provide more aesthetic stability as he had a good design sense. Forstall did not, he was always purely a software developer that got put in a position to put his design stamp on the software, and without Jobs to say "No" he went hog wild and made Apple's software very tacky.

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Apple is NOT a US-only company and reaps most of its revenue from abroad.

It's time to stop this ridiculous US jingoism, particularly after these criminal PRISM-like scandals. The "land of the free" is as free as China nowadays.

Apple has always been proud of its Silicon Valley roots because Steve Jobs was always proud of that. He was proud of the history of companies like HP and Apple's place in that history. He believed in the innovation that comes out of California...innovation that continues to this day.

This has nothing to do with USA jingoism.

 

[Supermule]

Emotion-porn

This is "emotion porn". Its only gadgets and I dont like this kind of commercials.

 

[dragje]

“Apple was never a company that bragged about itself,” said Edward Boches, a professor of advertising at Boston University. “In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.”

Edward Boches is right, of course. I was impressed by cool -new- materials where Apple used to come up with.

http://www.youtube.com/watch?v=t4dDuocAXTY

or a commercial with vision

http://www.youtube.com/watch?v=SswMzUWOiJg

Or with humor

http://www.youtube.com/watch?v=wWj4U8yFg2M

this new add just doesn't appeal to people, it's like: we from microsoft advice microsoft. It simply doesn't makes sense. Like Nike rightfully and brilliantly stated: Just do it. Don't "brag" about how good you have designed you products, just come up with brilliant designed products and let the consumers (!!) brag about it and do the rest. As soon you're going to state as a company that you're so good without a touch of humor, or without a clear vision it's becomes vague. So Apple is proud on their designs, tell me something new, or rather, come up with some new products.

 

[Macintosh2010]

Dear Apple: This ad is stupid pointless.

This ad is completely meaningless to me. This ad tries to make me feel good or something...only problem is that it is shallow, empty and boring.

 

[abc123xyz]

I saw this coming from a mile away and honestly can't understand anyone who thinks this compares to the Think Different commercial at all. I whole heartedly believe that they are exactly the opposite ad campaigns.

Go watch Think Different: http://www.youtube.com/watch?v=nmwXdGm89Tk

Notice it doesn't end with "At Apple, we think different!" Notice also that the ad isn't even primarily about Apple. The ad is *aspirational*. Its about what Apple wants to be, what Apple respects. That's why people like that ad. It's inherently humble. You could show the Think Different ad to any group of people, regardless of who they work for, and it makes them want to accomplish great things. That's what elevates that ad campaign to greatness -- it hits everyone.

Now go Watch "Designed by Apple in California". That ad is *not* aspirational. Its a minute long self congratulatory pat themselves on the back. Instead of uniting people under the awe of doing great work, they clearly *draw a line* between themselves and everyone else. That ad can only inspire Apple employees, its so literal and focused.

The worst part is they took what used to be a very classy and understated line -- "Designed by Apple in California", and turned it into a cheesy corporate motto. That line worked well before because, inscribed on the back of a product, it gave a very humble sense of "we're proud of what we made and where we're from". Now its a sad caricature of itself, blasted on TV and put at the forefront. An artist's signature only works when it doesn't dominate the painting. If you still don't get it -- imagine making a commercial about YOURSELF, then blasting your signature at the end (which you usually reserve for signing receipts) and exclaiming "THIS IS MY SIGNATURE, IT MEANS EVERYTHING" . Something simple immediately becomes overly proud and pompous.