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

Shaun said:
They don't make me want to rush out and buy an Apple product.
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Thank you, and I really think IMHO that the products themselves are causing folks to not want to rush out and buy it.

Take it or leave it, the fat guy was right, the Mac Pro has been the one piece of innovation that we've seen from Apple in a very VERY long time. And even it smells of a rehashed G4 Cube, now and Intel Cylinder.

Not that everything needs to be some breathtaking device, but they really ought to take some . . . SOME minor risks. Surprise me.

The ads kind of mimic that air of complacency that we've (I've) been getting from the company.
 
I think I can agree with the guy saying its because of the lack of major new releases this year so far. I'd be saying: "enough talk, show me"

Still, these ads don't seem bad at all. As a viewer I never even thought about the company bragging about itself. I saw it as an explanation of their products (then again I did watch WWDC) and what actually mattered to the company, their priorities. Oh well.
 
agentxavier said:
This and designed by apple in California only reinforces the fact they are made in China.
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Your post only reinforces that you have absolutely no idea what you're talking about, period. I'm writing this on my 2011 27" iMac that is not only Designed in California by Apple but made in the USA. ;)
 
Gigaman said:
I think I can agree with the guy saying its because of the lack of major new releases this year so far. I'd be saying: "enough talk, show me"

Still, these ads don't seem bad at all. As a viewer I never even thought about the company bragging about itself. I saw it as an explanation of their products (then again I did watch WWDC) and what actually mattered to the company, their priorities. Oh well.
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I respect that, but I agree with the professor in the article: the ad feels shallow because there is no product being advertised. It is a failed attempt of uplifting Apple customers, to make them feel good for owning their products, etc. The intent is not to sell you a particular product; it's to sell Apple, its philosophy, its purpose.

The irony - the same could be said for the "Here's to the crazy ones" ads that people love. But those were actually GOOD ads, inspiring ads...not terrible like this.
 
I'm on the like list too. It's a "Company" add, not a product add, and works well as such. And unlike some of the competition, has absolutely no negative slams and only speaks to Apple. Samsung and Microsoft have both had very targeted and negative adds lately. I prefer this broad and positive stroke. I find it humorous (and odd) that people are saying it is a negative to say you are an American-based company.
 
Products

It really is about the products that catch the eyes of people more so than the company in my opinion.
 
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I saw this more as a way for them to justify the fact they've gone from the big cats in OSX to the places in California, where Apple is designed.

A segway to Mavericks and beyond.
 
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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I think it's this, and my negativity toward Apple that made me not watch the whole adv.
Ppl who like the products don't necessarily like Apple as a whole, which IMO would make it hard for that group of ppl to watch this type of ad.
There would be a fair group that like Apple products but not the company I reckon, with all the bad press these large companies get, for Apple in specific with Patents, Apple's closed systems, the latest round of articles about tax dodging, manufacturing in China etc.
 
The ads are dark and moody when Apple is joy.

The problem is more with the lighting and art direction. It lacks of the light, brightness and color Apple has.
 
I'm shocked that these ads are ranking worse then the genius ads. Those ones were weak. I enjoyed these ads but I can see how it can be off putting to others. I think the tough part for Apple now is that they are no longer the underdog. Unlike in previous years when they did the Mac vs. PC ads, they're not the small guy poking fun at the big guy. It's difficult to talk about your own brand when you're at the top without sounding like your bragging.

A lot of people can draw parallels between this and think different, but think different was focused more on people, not just apple and it's products. Think different was a call to action (which could subtly result in product sales) where as these ones are more blatant in their focus on why their products are so great. I think Steve was right wanting to avoid using people in ads. As many people have already drawn parallels to people they see in everyday life in both good and bad ways (the annoying guy in the restaurant or the teenager who can't put down her phone).

Think different was also like a mantra for their future roadmap. Again people some to only focus on the fact that apple is trying to promote products that have already been out for a while. End rant
 
Ads Suck

The ads have sucked for a long while now. There is nothing innovative or inspiring about their ads. Remember the genius ads last year? That was a horrible attempt at marketing and advertising.
 
Ad is hypocritical!

Apple conveys this message on how they want to change the world for the better but still they charge 860$ for a 16 gb phone that is made on dirt cheap labour in Asia.

I would rather have Tim Cook say on interview; we charge way to much for a product, we make it dirt cheap in China at the cost of human life, and we make hell a lot of money on it.
Would atleast be honest.
 
Outrageously Irritating Ad

"Does it deserve to exist?" This is an outrageously irritating ad, smacking of over the top self importance.
 
SuperMatt said:
It's been noted that Ace Metrix does advertising for Samsung. Therefore, why is it shocking that they give far better scores to their own client than to the competition? It kind of makes most of the discussion on here moot when you realize the source is completely bogus.
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Ace Metrix don't "do advertising" for anyone, they are purely an analytics company. And their findings tie in completely with the people I've spoken to about the new Apple ads, too.
 
I honestly do not understand, or agree with all this sense of a 'failing Apple'. What I hear are a lot of people saying these things, and many believing them, but it's all under a false pretence in my humble opinion.

Apple's products are still industry-defining. I am as excited about Apple as I ever have been. And as an Australian, who's far removed from the United States, and California, I absolutely love the new Ads. I don't expect Apple to come out with some witty, funny, or colourful advertisement every time. It's nice to see this style of advertising from them for a change.

"Hi-DPI" displays in notebooks just last year that have already kicked the competitors into gear. A new Mac Pro that is nothing like any desktop before it, not even the Cube, if you really look at the way the components are integrated. The Macbook Air that still runs rings around the competition when considering its combination of Battery life and industrial design and construction qualities. An all-in-one iMac with a GPU only available on Macs, the GTX680MX and the evolutionary "Fusion Drive". The power saving enhancements in OSX "Mavericks". All these things in my opinion are why I personally feel Apple is as strong as ever, and I haven't even mentioned products or software outside of their Mac division.

A different interpretation of many peoples' impressions of Apple that I have, is that they take Apple's activities for granted. It is human nature and literally part of our physiology to become numb to a repeating stimuli. You will slowly 'switch-off' to a loud droning noise. You will begin to ignore a bright exit sign in a cinema. You will stop being overjoyed every time you win the lottery if you win fifty times in a row. You will, over time, become less excited about Christmas. You will over time, become less overjoyed when Apple releases something great.

All of these situations ring true unless the stimuli is increased; Unless the the lottery win is an exponentially greater sum of money; Unless the noise is double the volume; or the exit sign grows three times the size; or, of course, unless Apple's announcements and releases aren't exponentially more groundbreaking and revolutionary. You could say that the same notion applies to Public Corporations and their need to not only generate a profit return each year, but increase that profit margin. Anything but an increase in profit margin is seen as a loss of sorts, which to me is bordering on the insane, when I look at it from a distance.

With that notion in mind, I feel it is exactly what's happening with regards Apple and their current public perception. People's expectations are exponentially greater each time Apple has announcements to make. It's unfair for Apple, but completely natural for people to feel this way.

Just my thoughts.
 
1984

Professor Edward Boches is flat out wrong in his analysis, claiming Apple never brags about itself. Remember the Ridley Scott directed, "1984?" That changed the game, boldly announcing Apple was the future. And it came true.
 
output555 said:
Professor Edward Boches is flat out wrong in his analysis, claiming Apple never brags about itself. Remember the Ridley Scott directed, "1984?" That changed the game, boldly announcing Apple was the future. And it came true.
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you have to back almost 30 years to find that ad with so many hires and fires that led to their position today.

anyway it is ironic that the 1984 ad kinda is apple today
 
rdej47 said:
I'm shocked that these ads are ranking worse then the genius ads. Those ones were weak. I enjoyed these ads but I can see how it can be off putting to others. I think the tough part for Apple now is that they are no longer the underdog. Unlike in previous years when they did the Mac vs. PC ads, they're not the small guy poking fun at the big guy. It's difficult to talk about your own brand when you're at the top without sounding like your bragging.

A lot of people can draw parallels between this and think different, but think different was focused more on people, not just apple and it's products. Think different was a call to action (which could subtly result in product sales) where as these ones are more blatant in their focus on why their products are so great. I think Steve was right wanting to avoid using people in ads. As many people have already drawn parallels to people they see in everyday life in both good and bad ways (the annoying guy in the restaurant or the teenager who can't put down her phone).

Think different was also like a mantra for their future roadmap. Again people some to only focus on the fact that apple is trying to promote products that have already been out for a while. End rant
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Er, who says the ads are rating poorly? Surely no one associated with Samsung or Business iBS or whatever they're called. Critics (not you rdej47, good observations by the way) should follow their advice and see how long they remain solvent. BIS and Bloomberg are so observant, unbiased and truthful and have made excellent products and services. They also did a good job warning about the "GFC".
Amazing all the exspurts here criticising the lighting and production values. Any of you actually (yes actually) produced any high end material or even anything for broadcast, let alone understand the craft that goes into this type of production. They've done an excellent job with an incredibly difficult concept that to my mind fits beautifully with Apple's goals and ideals. Picking on shots showing people wearing earphones/headphones in public (i.e. not interacting) or whatever, is just setting up straw men.
 
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Was this an ad? It didn't feel like it. Instead it seemed like a short artsy film.
And looking at it that way I enjoyed the animation and the music.
 
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