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

I can barely stand to read any Apple news anymore. The media and Wall Street have collectively decided to try to bring Apple down to the ground. Apple is in a definite "damned if you do, damned if you don't" position right now. The new products that may come out this fall probably won't even make it stop. It will just create a new wave of Apple is Doomed articles and headlines.

As far as the commercials, I have loved the last few they've done. And I hate when people use this phrase, but I honestly think Steve Jobs would have loved them too. I actually feel they're along the lines of "Here's To the Crazy Ones" as far as their message and tone. I don't know how/why this "study" is the definitive source on their effectiveness.
 
Well... I liked it. Feels epic and points toward the future. Why do we keep limiting apple to what it did 5-10 years ago again?
 
Slow news day, eh?

It's an ad; I'd wager hardly ANY ads, no matter the company, scores "well" (whatever that means any way). Just another fake "controversy" in the tech blogs.

spiderman0616 said:
I can barely stand to read any Apple news anymore. The media and Wall Street have collectively decided to try to bring Apple down to the ground. Apple is in a definite "damned if you do, damned if you don't" position right now. The new products that may come out this fall probably won't even make it stop. It will just create a new wave of Apple is Doomed articles and headlines.
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This. Everyone seems to want to make things bigger they are but they forget to mention that, outside of the tech circles, people don't care about wall street or things like that.
 
Yeah I thought the ad was also weak, it reminded me with HP's "invent" campaign which was vague and therefore, failed.
 
I may be wrong about this... but it seems to me that whenever we hear the public doesn't like something, Apple does extremely well with it. I love this campaign... it contains the essence of what we have always loved about Apple and have missed at times.
 
jasonv1 said:
You have to admit, phrases like "deserve to exist" and "make life better" are a little over the top for advertising devices like these.
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No kidding - at first I thought this was an Onion spoof (with a tinge of Southpark's Smug episode)

"Our stuff is amazing because we only make amazing things"

Tautology anyone?
 
I stopped paying attention when they claimed the ads were "unlike apple" because they didn't focus on a product but rather a philosophy.

...

...

...

A bit like saying Ferari are breaking from tradition by advertising their cars in red.

The 1984 and Think Different campaigns are the most famous of all Apple ads and both of them focus on the companies design philosophy.

Even the iPod ads say nothing about the iPod.
 
It's a horrible ad campaign...

I don't care what Apple has done, I care about what Apple is going to do. The minute you look back with fondness is the minute you stop pushing forward.

I'm surprised they didn't see this one coming, especially with all the talk about a lack of innovation. :rolleyes:
 
These are great ads. Anyone that says different has no taste. Sorry, not everything has to have sex and explosions to sell. We are a society of addle-minded, short sighted people. Its sad really.

Lets face it, Tim Cook could sh&t gold and the media would say oh this is only 14k gold, Steve would have sh&t pure 24k gold. It clearly gets play from the side that hates Apple as would any amount of drivel that made them feel like they might actually be right, and since us Apple fans are so die hard we tend to get up in arms as well which gives them the page hits and so on that they want. Don't expect the Apple bashing to end any time soon.
 
IMHO, the average American consumer has been conditioned by a lifetime of crass, unsophisticated ads, blatantly pushing product, Product, PRODUCT and screaming, "buy me", "Buy Me!", "BUY ME!"

Hardly surprising, then, that a higher message goes right over many heads.

(Not meaning to start a fight, but US advertising really is some of the least creative and least engaging I've seen.)
 
spiderman0616 said:
I can barely stand to read any Apple news anymore. The media and Wall Street have collectively decided to try to bring Apple down to the ground. Apple is in a definite "damned if you do, damned if you don't" position right now. The new products that may come out this fall probably won't even make it stop. It will just create a new wave of Apple is Doomed articles and headlines.

As far as the commercials, I have loved the last few they've done. And I hate when people use this phrase, but I honestly think Steve Jobs would have loved them too. I actually feel they're along the lines of "Here's To the Crazy Ones" as far as their message and tone. I don't know how/why this "study" is the definitive source on their effectiveness.
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It will stop the moment the iPhone 5S and new iPads are announced, people have just come to expect so much from Apple that when they arent revolutionising the world of consumer technology they are apparently doing even less than the legions of cheap knock off brands that copy them.

Even Android and Windows users get frustrated when Apple haven't released anything completely original in a while, because even though they won't buy it, they're relying on Apple to innovate so that Microsoft/Google/Samsug etc can produce cheap knock offs that they will buy.
 
extradryny said:
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.

A young girl alone in her room staring at an iPhone, constantly connected... a woman on the subway with headphones stuck in her ears, who will never have a chance conversation with a stranger... a elementary school kid with an iPad in the classroom, who will never write legibly...

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.
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You raise very good points actually, this ad indeed does remind people of all the negativity associated with gadgets, igadgets in particular.
 
What I really don't like about this ad is that it suggests life's special moments are somehow "improved" or "enhanced" when they are mediated through technology and digital gadgets. While I admire the technology and innovation that makes devices like the iPhone possible, the ubiquitousness of these devices in many ways is eroding our ability to live "in the moment" and really savor those once-in-a-lifetime experiences. Do you really think that diner at 0:29 is enjoying his meal while the guy next to him is waving around his iPad and carrying on a Facetime conversation with someone somewhere else? Don't you love it when you're in an art museum trying to imagine yourself in a Renoir boat scene while some numbskull behind you keeps shouting into his iPhone asking Siri for the nearest burger restaurant? I'm not against the technology, but there's a time and a place for everything. An ad like this, not-so-subtly suggesting with its sentimental music and soft manipulative voice that we can't fully experience our own lives without an iPhone or iPad to document--and interrupt--rubs me entirely the wrong way.
 
It felt a little "precious" in the keynote, but was appropriate for that audience. I haven't really understood why they'd make it an ad campaign for the general public though. Comes off as a little, well, up their own arse, to put it nicely.


Most mission statements would have this effect when used this way though. Good for your employees to keep in mind, but it's a bit heavy handed, swatting your customers with it.
 
"devices...it's about how they make you feel".
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Pretty much sums up Apple's demographic. God forbid they talk about what their devices actually do. Also, it's all kiddies. Only one drooling geezer sitting near a MBA. :(

Can't wait to see the common Joe's reaction to an ad touting OSX "Mavericks" with that extra "s' on the end. It will be tough to mix stray cows, Sarah Palin, John McCain and a lone beach in Calif all into one 30 second spot. :D
 
Yixian said:
It will stop the moment the iPhone 5S and new iPads are announced, people have just come to expect so much from Apple that when they arent revolutionising the world of consumer technology they are apparently doing even less than the legions of cheap knock off brands that copy them.

Even Android and Windows users get frustrated when Apple haven't released anything completely original in a while, because even though they won't buy it, they're relying on Apple to innovate so that Microsoft/Google/Samsug etc can produce cheap knock offs that they will buy.
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Samsung maybe, but last I checked Microsoft is not being sued by Apple for 'cheap knock offs'. Not a fan of Microsoft or Windows 8, but I don't make hasty generalizations.

Please check your facts before posting.
 
Newton70 said:
I actually like the ads. However, is it possible that the "California" reference might be turning some folks off? I'm from California and even I know that many outsiders don't hold the state in such high esteem.
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Bingo we have a winner…….all they had to do was put USA behind California and it would have been better. It's as if they are trying to disassociate from the rest of the country…..in a way I wish they physically would fall off and sink in the ocean. Personally I hate California as a state and don't like how they think they are some how better than the rest of the states.

Will the new MP say designed in California and assembled it Texas? Why no of course not…...

The commercial stinks and deserves poor ratings.
 
I loved this ad when it was aired at WWDC, and when I viewed it off Apple's website. But on TV, bookended by loud beer commercials in the middle of a baseball game, it feels very out of place. It's like when a DJ unexpectedly throws a slow song into the middle of a run of dance numbers; it's quite jarring, and not necessarily in a good way.

Honestly, the spot with the bouncing dots might fare better, it's more upbeat and would fit in better with its surroundings.
 
Honestly

Apple should just make the same commercials with No Talking throughout the commercial until at the very end the Apple logo appears. Again, no talking. :apple:
 
Jesla said:
Bingo we have a winner…….all they had to do was put USA behind California and it would have been better.
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Look at the back of your phone. (Take the case off, if you have to.) Does it say Designed by Apple in the USA? Nope. That's not their signature. If the point they are making is that every item they make is a signed masterpiece, then they need to advertise their actual signature.
 
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