Got a tip for us?
Let us know
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
Emails Show Phil Schiller's Displeasure with Ad Agency's Efforts for Apple in Early 2013
- Thread starter MacRumors
- Start date
- Sort by reaction score
I said as much in that post you quoted - I'm not moving the goal posts. Simply acknowledging that various people may be defining the term "smartphone" differently.
I even said the original iPhone lacked many "pre-2007 smartphone features".
THIS was marketed as a smartphone in 2000:
http://upload.wikimedia.org/wikiped...0px-2964240222_2abd4beb3d_o_Ericsson_R380.jpg
I think our definition of smartphone is different today - wouldn't you?
I think it is kinda cool personally. Really the only thing I don't like about it are the existential overtones, but even that I can live with. Overall it is an inpsiring piece. And who doesn't like Robin Williams narrating something?
I am in the same boat with some of the others, the campaign didn't register with me. I'm not saying it was awful. It just didn't register with me. Per your request, I will try to explain my reasoning, which is an opinion<-- I put that for people who can't take an idea contrary to theirs. Not for you.
Tone vs expectation: Without even seeing visuals, you could tell it was an Apple commercial. Maybe they've gone to that well one time to many, IDK. You could here the iconic soundtrack and the Robin Williams voice over hearkened back to Dead Poet. There was a serious mood being set. Aurally, something important was going on. Visually, people were using mobile devices. Meh. It seemed like a let down from the mood that was set. The fact that they were Apple devices didn't even matter. You could have put devices in the commercial from any company and the commercial would have been just the same.
To some that campaign might have been perfect because it used the viewers emotions to enhance the visual. I am a little bit different. I am more of a literalist. <--that's not a real word.
What's your product? What does it do? How does it fit into my life? Bonus points if it can make me laugh; the ad not the product. I am loathe to say the ads were pretentious, because I don't think they were. I do think they were a little heavy handed. Just my view.
Thats a terrible example of what a "smartphone" was back then. Not sure where you got that (if someone linked it to you, i'd argue that it wasn't a smartphone either).
some examples of smartphones leading up to 2007 (and some PDA's that were effectively smartphones without cell)
The week of leaked letters.. Whoever leaks them is one sorry bastard. I hope they find him and make him pay. I'd hate to have my e-mails posted all over internet, especially as executive.
I agree...rather than continue funding lawsuits, fund some creative advertising with an "up-to-date" cutting edge agency.
I am in the same boat with some of the others, the campaign didn't register with me. I'm not saying it was awful. It just didn't register with me. Per your request, I will try to explain my reasoning, which is an opinion<-- I put that for people who can't take an idea contrary to theirs. Not for you.
Tone vs expectation: Without even seeing visuals, you could tell it was an Apple commercial. Maybe they've gone to that well one time to many, IDK. You could here the iconic soundtrack and the Robin Williams voice over hearkened back to Dead Poet. There was a serious mood being set. Aurally, something important was going on. Visually, people were using mobile devices. Meh. It seemed like a let down from the mood that was set. The fact that they were Apple devices didn't even matter. You could have put devices in the commercial from any company and the commercial would have been just the same.
To some that campaign might have been perfect because it used the viewers emotions to enhance the visual. I am a little bit different. I am more of a literalist. <--that's not a real word.
Makes sense. I think the TV spots themselves left a bit to be desired. Just think the campaign as a whole is pretty cool. I like the stories on apple.com way more than the Robin Williams TV spots. Agree with what you said on those.
How many times does this have to be explained.
These are documents that have been legally obtained through discovery.
Last edited by a moderator:
Emails Show Phil Schiller's Displeasure with Ad Agency's Efforts for Apple in...
These aren't "leaks" per say. They're now public record because of the trial.
These aren't "leaks" per say. They're now public record because of the trial.
Give jrwizzle a break, he is not going to get it no matter what logical, and correct, argument you come back with.
Many Americans think exactly just like him, I'm also American but have travelled extensively and live overseas. I have the benefit of understanding the world does not revolve around the US.
It was used to indicate smartphones were popular well before Apple came along because that phone was the first device to be marketed as such.
But the problem is we still use 2000, 2007 and even 2010 definitions of a smartphone when the truth is the definition is constantly evolving. What was "smart" back then no longer is smart anymore.
Which is why I think the argument of who came up with the first smartphone is idiotic. All I'm trying to say is the modern smartphone industry (which is separate from the ongoing evolution of the specific smartphone device) started with Apple's introduction of the iPhone - whether it was truly a smartphone or not.
I get there were "loads of people" with "smartphones" before Apple. But compare those "loads of people" with the 1 billion+ using them today?
Today's market is different. Different consumer base, different message, different uses, different devices. That's how I see it anyhow. Feel free to disagree - I'm not going to argue about this anymore as its somewhat irrelevant to the thread and we've already hijacked it enough.
----------
Lol - so claiming to be (and being right) the world's largest consumer market means I think the world revolves around me and my country?
Despite the fact that it might be somewhat true, my point was not well made in that statement.
See my other posts for my arguments. You don't agree, so be it. Not really a big deal.
Um, Schiller's statements that you quoted are 100% objectively accurate: borne out by the slides coming from Samsung's side of the ongoing lawsuit currently sharing headlines on this very website, not to mention the basic history of the Tablet since just before iPad was introduced through till today.
Have I misunderstood something? I'm used to seeing things from you that I agree with.
Last edited:
No, China has not taken over as the largest economy in the world. Not even close, chief. At best they might be able to surpass the U.S. in about 20 years, but that's doubtful. I think you'll find that China is currently working very hard to hide what is currently a slow growth economy. Bloody cheers, give my regards to the Queen.
I wasn't going to post until I read your other posts.
I also don't believe Apple invented the Smartphone or Tablet market.
I don't believe they invented the Smartphone or Tablet.
I do believe what we know today as the smartphone and tablet markets began with Apple's introductions of the iPhone and iPad.
but you're doing exactly that goal post changing here
"todays definition of a smartphone is different from 2006, so therefore, apple invented the smartphone market based on my arbitrary line in the sand that I have decided is the deciding factor"
its wrong.
the terminology of Smartphone is very broad. Sure. But the smartphone market did not just suddenly invent itself in 2007 with the iPhone.
If you want to draw arbitrary lines in the sand as to what defines a "modern smartphone", then I will too. I'll say that until the phones allow you to customize their homescreen with more than just a grid of icons, they're not smartphones, and therefore android invented the smartphone industry"
(I dont really believe that, its just a point).
The simple fact is that the concept of what a smartphoen was then is still fundamentally the same as it is today. It is a mobile based device with external connectivity that gives access to a wide range of data services by way of installable applications.
if this is the definition of a smartphone... Which is what I go by, The smartphone industry existed a long LONG time before Apple. What Applications we can install has grown considerably as the platforms have gained power by modern computing, But the fundamentals of the smartphone platform are the same. Apple just came up with a very popular and flashy way of doing it and had a massive marketting juggernaught of a campaign behind it to hit popular cultural sectors that traditional tech companies were incapable of. The iPhone also gained it's popularity because the iPod that pre-dated it made Apple a virtual house hold name, allowing them to penetrate deeper into popular opinion than anyone else.
Man, that account exec who received the "shocked" response from Phil must have been crapping him/herself big time!
Imagine if you lost the Apple account for your company?!?
Imagine if you lost the Apple account for your company?!?
It's PR disaster - it's not the kind of publicity Apple needs right now.
I said it once, and say it again - someone needs their ass kicking at Apple.
Apple is a mess right now. Delusional about dating products - being bested by inferior companies.
Apple has so much catching up, and June will be a let down for everyone - oh sure, they'll spin it like they do. I swear to god if they stretch the iphone a little more I'm done. I've been so loyal and expected only the best from Apple - but they are just stagnant.
I love Apple and I only want the best, but I know in my heart they will let everyone down again.
the Tablet computer existed for years before the iPad made it to market.
I'll admit again, that Apples iteration of the Tablet was far above and beyond anything that made it to market before hand. Even today, I dont think there's anyone who really matches the look and feel close enough.
But they existed. HP had one out in.. 2003? can't remember. was a Windows XP powered Tablet that had a removable Keyboard dock.
it was slow. It wasn't fun to use. But it existed.
The ad composition is cool and no question Robin Williams narrating is excellent, but it can be perceived by some as a little highbrow. What not balance it with another iPad commmercial that's more grounded.