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Well. I like this Ad. The last message actually make me thinking on spare time for days.
But I think this Ad is not for everyone. It is an Apple Inc recruiting Ad. The message is sending to the person who has same believes on products.
 
For me the ads looks like the "thin different" but with twist for nowadays 2013.
great and inspiring ads, calm, professional.

it seems no matter what apple will do lately, people will continue to bash them.

OS7 - people : " bad, bad gui, ugly interface", I like every screen I saw, look like a real new stuff.
MAcPRO - people " ugly, plastic, black"
New Ad - people : " boring"....

Apple please ignore, thank you.

I think your correct. Apple got too big so anything they do like in the old Microsoft days you get bashed for it. When Apple was 2 percent market share everyone loved them except for fanboys. lol
In America we distrust the popular big corps..but show it in a movie or popular tv show then everyone wants one...sigh
 
I love it when a know-it-all sell proclaimed expert tries to explain the results of a borderline questionable piece of market research. So here's to the Edward Boches of the world (all pun intended).
If you want a manifesto ad you don't need to look very far. In fact the "Think Different!" campaign was exactly that. And no at the time it came our Think Different was not cool or considered appealing. It was rally-the-troops campaign and thank-you-for-sticking-around campaign. Did it make anyone want to buy a Mac? Not really. But it made all those loyal fans that stayed through the years damn proud to be Mac users.
Today isn't the same as it was in 1999. Today Apple is the highest valued consumer electronics company in the world. And yet, it still has very few products. They are coming under attach that they have lost their "soul" and the core spirit of the company. And much like the "Think Different!" campaign this is not one that is meant to make people want to switch to an Apple device but is one to make the current users want stay and be proud that they did. So no this does not signify a change in strategy! Not but a long shot Dr. Boches! You Sir are a proof that those who can't do teach! But hey, enjoy your 15 mins of fame cause lightning probably won't strike twice for you ...
 
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.

I agree that the article may not hit the nail on the head, but I have to agree and disagree.

The 1984 and Think Different ads definitely gave viewers a sense that Apple was going to change things, and shake things up, and think outside of the box.

These new ads are a representation of the new smugness that Apple has instilled in many. The idea that you can't live without their products and other products don't deserve to be kept around.

While I agree, I can't live without my iMac and other devices ;) I wouldn't go as far as believing other products don't hold a candle, and Apple shouldn't either, lest they get complacent.
 
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We really have to stop with the "Steve wouldn't have done ____." comments:

“Among his last advice he had for me, and for all of you, was to never ask what he would do. ‘Just do what’s right,’” Cook said. Jobs wanted Apple to avoid the trap that Walt Disney Co. (DIS) fell into after the death of its iconic founder, Cook said, where “everyone spent all their time thinking and talking about what Walt would do.”

http://www.bloomberg.com/news/2011-...cook-not-to-ask-what-would-steve-do-tech.html
 
I like the ads but I don't see them as a long term thing. While it's great that discuss their vision or thought process when creating products, I think ads focusing on the products end up being better. Plus, I think the length of the ad might turn people off.
 
While I'm not overly impressed with the ad (I think the same notion could have been executed better), I think the fact that the ad is low scoring is more reflective of the hoards of (for lack of a better word) morons that make up the general populace now.
 
What about the "Think Different" ads? A whole campaign focused on a slogan. Or the 1984 Superbowl ad that didn't blatantly show off any Apple product or experience. I think these ads take on a more philosophical demeanor which the average television viewer doesn't feel like thinking about.

Its cool when you are the underdog. Not when you are the behemoth tech company with the most recognizable phone. People get tired of trendy things once they see ever one else with them. They dont want smug apple.
 
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.

bravo!!! Well said!!!
 
The ad is painfully slow, with almost no music (except a hesitating toy piano). It tries to be emotional, but it comes across as cheesy and insincere. Who ever came up with the idea should be terminated.

It's a god damn piece of electronics, not a spiritual quest. Figure it out.
 
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 more of a call to arms to get the base excited about the future of Apple. It attempted to make those who were using a Mac proud of doing so even though they were in the dwindling minority at the time and had been eating Windows and PC users crap for over a decade. It was much needed and executed nearly flawlessly for a company in Apple's position.

These new ads come off more as a mushy self congratulatory circle jerk IMO. While the Think Different ads attempted to compel people to use their Macs to "change the world", these new ads seem to focus on the ever increasing levels of narcissism from social media. I get that that is their target audience now, but that doesn't mean I want to see a bunch of self indulgent hipsters tweeting and taking photos of themselves. The music and voice over's tone sounds like something from some whimsical 80's film as well.

Apple's ads have always walked the thin line between being innovative and pretentious. In the past several years, the ads have been going over the cringe-worthy and pretentious side far too often. I hope they get someone else to vet their ad concepts. I'm afraid Jobs was the only one who carried enough weight to completely kill an unworthy and unredeemable concept by just saying "This is crap*".
 
lol. You are already biased by stating you "personally hate california". So no matter what happens, good or bad, you don't hold California and its companies and residents in high regard. There is nothing wrong in being proud. In fact each state is very proud of its own status. Maybe CA should fall off the map of the USA. It really begs the question of how it would affect the rest of the country. It's only the 8th ranking economy in the world.

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.
 
While I'm not overly impressed with the ad (I think the same notion could have been executed better), I think the fact that the ad is low scoring is more reflective of the hoards of (for lack of a better word) morons that make up the general populace now.

People get used to junk. That's why companies like Apple try to remind them that we should be striving toward something better, hence "does it deserve to exist?" line. Some things shouldn't exist in a great society and great life... I think you find that theme throughout all of Apple's products, charitable choices, and other PR announcements.
 
I said this only yesterday and got slagged off for doing so.

These ads are just plain dull. The voiceover is pathetic. Who cares if it's designed in California.

Like I said last time, Apple has made some fantastic ads over the years. They should stick to that winning formula.
 
It's the key to Apple's success actually...

You know, I just don't get why Apple's competitors don't see or understand why they have such a hard time competing with them. Microsoft sure doesn't get it, Samsung is just throwing schit at the wall hoping something will stick (and it has, because they have thrown a LOT). HTC gets it -- just now though with the HTC One, and they have a long upward hill to climb.

The ad reveals the key to WHY Apple products are so much better. Just listen to it. Don't read in to it too much, it's just simple, and clear. Bottom line, with Apple, it's the users EXPERIENCE that matters most. Sure, design, features, specs all play a part, but not the main or most important part. Is your life improved by the EXPERIENCE of using an Apple product? If it is, then that is why it's better. Just think about what it feel like to flip and scroll and interact with an iPhone, iPad, Mac, and even AppleTV. There is a tremendous amount of attention to detail. In everything... The more you use the products, the more you feel it. You can't pick up an Apple product and get the full experience in a few minutes. Sure, you get an idea, but using it for longer periods will allow you to continually find new little things, new details that they paid attention to that no one else seems to. THAT is Apple's key to success, and I think this ad just reminds people of that.

It's funny, but here Apple is essentially giving away their "secret to success" and it's competition still doesn't get it. They just totally miss WHY Apple products are better.
 
…and it's a slap in the face to those who live in the USA outside of California.

Calling an ad a slap in the face is a slap in the face to people who actually get slapped in the face. Seriously, this term needs to die in a fire.

Anyway, any perceived slight is just that - slight. There is nothing talking about how great the Land of Fruits & Nuts is, or about its proud tradition of movie star governors, or the majestic Redwood Forest, or the smogfest that is LA, or the continual 60's revival in San Francisco. In this context it's just geography. It was designed by Apple, and Apple's designers are in California. If you choose to be insulted by that, then you're just looking for something to get angry at.
 
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.

Now that you say that, I wonder if they were hoping to catch some of the vibe that "Imported from Detroit" got.

The push makes sense. They want to name OSX releases after California places... So the want to KEEP "Designed by Apple in California" in mind for a long time.

I think it says a lot about the media, and people in general, that we've been brainwashed not to root for OUR OWN TEAM. Because Apple is trying to point out that they add values and thinking and way of life from California, USA to their products... They are not just soulless boxes pushed out of a Chinese sweatshop.
 
I actually quite like the ads. It stays true to Apple's brand philosophy. Notice I didn't say true to Apple because all businesses are profit oriented. If Apple really wants the best for consumers, they would not sell accessories at such a premium.

But which company actually really reads consumer feedback and make changes? Bringing back Expose. Trying ways to save battery life. Getting rid of skeumorphism.
 
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.

I really like your thinking, but I disagree 100%. I don't think most people react with that level of sophistication. If I were your professor, though, I would give your entry an "A".
 
I like the ads. I like the message about the experience over the specs. I like a lot about these ads. How this is political is a little hard to understand. It's not xenophobic, it's not even patriotic. It's an affirmation of their philosophy and how they have put it into action.
 
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.

I agree the ads are beautiful. But the average American TV watcher has their taste and spirit ripped out a long time ago... They wouldn't know "great" if it slapped them in the face.
 
So we need a Siri retaliation video for those Surface commercials ? a new Apple v Microsoft v Samsung campaign ?

Maybe showing kids in school at recess getting picked for a team and all the kids with iPad shirt are getting picked while the kids with surface shirts are standing around kicking rocks and staring at the ground.
Then go to inside where the kids are in art school, the kids with the Apple shirts on make a drawing that receives praise and when they aren't looking other kids with Samsung shirts on steal their drawing and trace over and write their names on it?


...Slow day at work and I'm playing that Apple fanboi card today :rolleyes:
 
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