You mean like iPod touch and Mac mini? Sheldon on Big Bang Theory had it right in the latest episode about Microsoft calling the new XBox "One". Apple took about 1 second to think up the "touch" and "mini" names, instead of Touch and Mini.
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Emails Show Phil Schiller's Displeasure with Ad Agency's Efforts for Apple in Early 2013
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You mean like iPod touch and Mac mini? Sheldon on Big Bang Theory had it right in the latest episode about Microsoft calling the new XBox "One". Apple took about 1 second to think up the "touch" and "mini" names, instead of Touch and Mini.
I want a superb gaming machine, running top end Nvidea graphics cards to make games run the best they can in 2014.
I want the best product.
So Apple can sell me the best product for this can they?
Remember YOUR best is not MY best!
Perhaps his statement would be more accurately put this way:
"Not the worlds most successful tech company making the world's best products [of their class] having created the [modern] smartphone and tablet form factors and leading in content distribution and software marketplaces"
Breaking his statement down:
"the worlds most successful tech company" - true by most every objective measure
"making the world's best products" - people will always argue over this one and given he is an Apple VP, he really can't be expected to say anything different.
"having created the smartphone and tablet form factors" - I'm inclined to give him this though it is technically hyperbole: Apple created the modern smartphone and tablet using some old ideas (rectangular slate vs say a circle or triangle) using a touch surface (something no one had successfully done before) on a thin platform with an intuitive user-interface that everyone has since copied to one degree or another. Basically, Apple was the first to give us truly working models of the really cool stuff advertised in 2001: A Space Odyssey and Star Trek: The Next Generation.
"leading in content distribution and software marketplaces" - again, an imprecise statement, but difficult to dispute in spirit. Is he talking about OS quantity? Android has greater marketshare. Is he talking about quality of the ecosystem? iOS is a mighty fine mobile OS that pays billions in dividends to developers, music artists, Internet service providers, plus being a joy for users. There is a LOT of content being distributed through iOS. I don't see how I can argue his claim.
Basically, Schiller's statements are a commonly accepted advertizing pitch with enough truth behind them to have my humble seal of approval. Maybe I should be harsher?
Oh I completely agree - the only way to "objectively" identify the "best" is by sales numbers, meaning the most people find them the best.
Not a GREAT way to go about it, but objectively its really the only way. That's all I'm saying.
Though, despite the fact many games aren't made for the Mac platform, I have no issue with gaming on even my 2013 MBA. iMacs, rMBPs and Mac Pros offer plenty of juice for gaming.
Unfortunately his adverbs are still broken!
At least we know who came up with "Think Different".
He's a salesman. No salesman will rub every person the right way. I personally have always liked the guy, but I'm sure I will eye what he says a little more critically now. Always your comments make me think. Thanks! Sorry if I came across rudely earlier.
In defense of MAL and TBWA\Chiat, the agency many of you are slamming, was responsible for Think Different, 1984, and Mac VS PC. They created the early iconic iPod ads. They created the iPhone "hello" spot. This is the legendary agency of Lee Clow, the man whose agency created everything from the iconic Absolut bottle campaigns to the Taco Bell Chihuahua.
The Apple team only moved out of the main Chiat offices and became Media Arts Lab when concerns about brand secrets meant they needed their own locked-down space.
It's kind of hilarious that people who claim to be in "advertising" think MAL should be canned over punctuation. I'd like to see if 1/100th of the output from these other "advertising" people was as well regarded.
The Apple team only moved out of the main Chiat offices and became Media Arts Lab when concerns about brand secrets meant they needed their own locked-down space.
It's kind of hilarious that people who claim to be in "advertising" think MAL should be canned over punctuation. I'd like to see if 1/100th of the output from these other "advertising" people was as well regarded.
I love how, as usual, pretty much every comment in here is bashing the ad agency.
I honest-to-God suspect that if these emails had the ad agency saying, "the Earth is spherical" and Phil said, "no, it's flat," there would be a deluge of comments suggesting that the planet is indeed flat.
Like Phil, I would never have given my agency that much autonomy...but to suggest that there weren't some reasonable (albeit grammatically challenged) points in the original email is silly.
And you guys (and Phil) are taking the 1997 bit dramatically out of context. It clearly wasn't written with the intention you people are ascribing to it, so cut that out.
I honest-to-God suspect that if these emails had the ad agency saying, "the Earth is spherical" and Phil said, "no, it's flat," there would be a deluge of comments suggesting that the planet is indeed flat.
Like Phil, I would never have given my agency that much autonomy...but to suggest that there weren't some reasonable (albeit grammatically challenged) points in the original email is silly.
And you guys (and Phil) are taking the 1997 bit dramatically out of context. It clearly wasn't written with the intention you people are ascribing to it, so cut that out.
But you probably thought the 'I'm a Mac, I'm a PC' ads were a completely accurate portrayal of the PC. Advertising has always been about exaggerating the differences...
True, but you're talking about a niche ....
I like gaming on my computer(s) too, and have done so for a LONG time now. But I think it's not exactly a secret that Apple *never* gave gaming a high priority with the computers it builds.
Even at the height of availability of Mac versions of popular games, the machines Apple sold never really included the "fastest available" video cards or chipsets. It simply wasn't a design decision Apple thought was wise, for whatever reason. (And there are several good reasons, actually. For example, the cutting edge 3D video cards draw a LOT of power and give off a lot of heat. Those two factors run counter to Apple's priority on making machines that run very quietly and power efficiently. Remember, from the very early days of the Mac, Steve Jobs always wanted them to build computers that didn't need cooling fans, because he disliked the noise they made.)
IMO, this doesn't really mean Apple isn't building a "best in class" product. It just means for someone who puts gaming as a top priority, there are probably better choices. (And these days, that's becoming a console system for quite a few gamers anyway, vs. buying a computer at all!)
I like gaming on my computer(s) too, and have done so for a LONG time now. But I think it's not exactly a secret that Apple *never* gave gaming a high priority with the computers it builds.
Even at the height of availability of Mac versions of popular games, the machines Apple sold never really included the "fastest available" video cards or chipsets. It simply wasn't a design decision Apple thought was wise, for whatever reason. (And there are several good reasons, actually. For example, the cutting edge 3D video cards draw a LOT of power and give off a lot of heat. Those two factors run counter to Apple's priority on making machines that run very quietly and power efficiently. Remember, from the very early days of the Mac, Steve Jobs always wanted them to build computers that didn't need cooling fans, because he disliked the noise they made.)
IMO, this doesn't really mean Apple isn't building a "best in class" product. It just means for someone who puts gaming as a top priority, there are probably better choices. (And these days, that's becoming a console system for quite a few gamers anyway, vs. buying a computer at all!)
The Apple TV released in March 2007 was nothing like the Apple TV of today.
One could claim that Apple rushed it to market to beat Roku.It wasn't until the 2nd gen Apple TV released in 2010 that it was a viable alternative to the Roku.
As for "What's your verse" ad campaign. I find it to be highly pretentious... trying so hard to be "above it all" that it fails to connect with how the products are used in boring every day life. In advertising there's "selling the image" and then there's selling "navel gazing".
In contrast, I appreciate that Phil Shiller understood the hook of the Samsung ads even though the Apple faithful could not.
Don't understand what you're saying here.
Are you saying that even though the commercials do "show how the products are used in boring (your view?) every day life", they fail to "connect" with the viewer?
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No, not necessarily - though they were more light-hearted and comical.
Also the Mac vs PC ads used two people to embody OSes....as opposed to actors acting out a scene portraying unrealistic or very limited situations and then using those to extrapolate to the whole device/experience.
See my comments on the "drama shot little timmy" ad. Perfect example. The entire premise of the ad is "the Samsung device can take this cool drama shot and show it off on a larger display". That's why its better.
And to do so, it uses the stock camera app of the iPhone on the iPhone itself. Sure, you're comparing stock to stock, but that's not the whole story. As I said, there are likely thousands of apps out there that allow you to take a "drama shot" and instead of displaying it on a 5" display, I could throw it up on my 55" flat screen via AirPlay/Photo Stream on my AppleTV.
Samsung is all about taking specific features and tasks and comparing the two whereas Apple is about the ENTIRE ecosystem and experience and how it affects the user. Its pretty plainly seen in their ads.
To me this email shows the TBWA rep does not understand grammar or punctuation, and barely has a grasp on the English language.
Well, I agree with the way they named the iPod segment.
iPod touch, iPod nano, iPod shuffle.
they are different iterations of the iPod line. If they had capitalized them, you would here more people start dropping off the iPod moniker..
"I bought a Touch!"
"Look at my new Nano!"
Those things NEED to be preceded by iPod, otherwise they are just generic words.
And, the Mac mini is think is just kind of clever- its the smallest Mac, so small even the name is all small..
But that's just my two cents.
Wanna know just how amazing TBWA/Media Arts Lab is? They won't or can't use proper grammar in important correspondence with clients, and yet the world's most valuable company trusts them to advertise the world's most valuable brand.
I couldn't have said it better myself!
Don't be stunned. Let me tell you a secret: You can only work with what you're given.
When Samsung was introducing flashy new features like blink-to-unlock, Apple was giving us a taller screen. When Samsung gave us a phone you could go swimming with, Apple gave us a fingerprint sensor. Which is "cooler"? Blink to unlock, or a larger screen? Now, which scenario is more realistic? Your phone getting wet, or not being able to use an on-screen keyboard (but you can use a thumb).
When these emails were being written, Apple was producing crap and getting blasted in the media because the richest company in the world paid the majority of their employees minimum wage. Their products sucked compared to the competition, and if their app store and the Windows Phone app store were flipped, no one would buy an iPhone.
Maybe the account manager should have shown more respect by capitalizing Apple, but lets face it; Apple just wasn't producing anything worth advertising.
nonesense. typing capitals waste valuable time. they needed that time to think up massively effective ads.
myb thy shld ls stp sng vwls n thr mssgs n tht thy ls wst vlbl tm
Ads, shmads, Phil. Focus on the next really big thing.
In this entire thread, only Phil Schiller knows what's in Apple, Inc.'s 5-year pipeline. Is this what corporate panic looks like when most if not all of that pipeline is iterative evolution? I hope not, as I've loved Apple's stuff and product ethos since my first Mac in 1987. But I can't help but think that Apple Corporate wouldn't be freaking out all over the place if they knew they were sitting on the next way to revolutionize our lives and the tech marketplace.
Wearables. Television. Home automation. I'd like to see a game changer, a reminder of Apple's outside-the-box prowess. The only really new thing I've seen is the distracted driving meh called CarPlay. I'm not talking about fingerprint scanning as a whiz-bang way to unlock your iPhone. I'm talking about a new product line where everyone says, "Ohhhhhhh.... THAT'S how that should be done." Apple did that with Mac, with iBook, with iPod, with iPhone, and with iPad. (And I also think with the amazing and long-overdue Lightning connector, although it's too specific to shake things up...maybe.)
When Steve Jobs died, I started wondering if Apple would be like a SCRAMmed nuclear reactor, working off decay heat. I hope that's inaccurate, and I think he did much to engender creative thinking. But other than Jony Ive, I don't know what Apple leader has that inborn knack for knowing what we want, what titillates us, before even we do. That, in a nutshell, was Steve's genius. He could simplify without ever being simplistic. And all the creative advertising time in the world can't compensate for that. At least, I don't think so.
So here I am, and here we are. Loving our Apple stuff, and hoping plastic-shelled, spec-war-driven brinkmanship doesn't stifle the next truly big thing.
Don't pounce, please. And don't tell me this hasn't occurred to anyone.
- K
In this entire thread, only Phil Schiller knows what's in Apple, Inc.'s 5-year pipeline. Is this what corporate panic looks like when most if not all of that pipeline is iterative evolution? I hope not, as I've loved Apple's stuff and product ethos since my first Mac in 1987. But I can't help but think that Apple Corporate wouldn't be freaking out all over the place if they knew they were sitting on the next way to revolutionize our lives and the tech marketplace.
Wearables. Television. Home automation. I'd like to see a game changer, a reminder of Apple's outside-the-box prowess. The only really new thing I've seen is the distracted driving meh called CarPlay. I'm not talking about fingerprint scanning as a whiz-bang way to unlock your iPhone. I'm talking about a new product line where everyone says, "Ohhhhhhh.... THAT'S how that should be done." Apple did that with Mac, with iBook, with iPod, with iPhone, and with iPad. (And I also think with the amazing and long-overdue Lightning connector, although it's too specific to shake things up...maybe.)
When Steve Jobs died, I started wondering if Apple would be like a SCRAMmed nuclear reactor, working off decay heat. I hope that's inaccurate, and I think he did much to engender creative thinking. But other than Jony Ive, I don't know what Apple leader has that inborn knack for knowing what we want, what titillates us, before even we do. That, in a nutshell, was Steve's genius. He could simplify without ever being simplistic. And all the creative advertising time in the world can't compensate for that. At least, I don't think so.
So here I am, and here we are. Loving our Apple stuff, and hoping plastic-shelled, spec-war-driven brinkmanship doesn't stifle the next truly big thing.
Don't pounce, please. And don't tell me this hasn't occurred to anyone.
- K
Actually, I'm a little surprised that for a topic this important they just didn't pick up the phone. Maybe then a follow-up recap of what was discussed.
I find in business that using emails can be a chicken shot way of avoiding a difficult meeting. Its like breaking up with a text.
I find in business that using emails can be a chicken shot way of avoiding a difficult meeting. Its like breaking up with a text.
Not rude at all. Thats why I responded. if you hadn't noticed, I outright ignore the obvious fanboys who absolutely have no ability to critically think for themselves.
you are not one of these
enjoyed the wasted afternoon at work anyways. cheers.I may seem harshly critical. But it's not against just anyone. If I have a personal fault (I do, many), but my biggest one is Cynicism. I nitpick details of everythign that is claimed as "fact". So in Schillers (and many sales peoples). These sort of embelleshed "half truths" in order to try and sway people who aren't that knowledgable in the area, it bugs me as wrong. tell the whole truth, exactly as it is, without embelleshments or 'your take' on it. and lets your product stand.
Clearly the ability to use correct grammar is not a requirement to be a top executive at either company.
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(I presume there's a hidden smiley in there?)
Kids today don't realize capitals are often quite useful. As an example, read the following sentence and imagine it in all lowercase letters:
"I helped my Uncle Jack off the horse."
----------
(I presume there's a hidden smiley in there?)
Kids today don't realize capitals are often quite useful. As an example, read the following sentence and imagine it in all lowercase letters:
"I helped my Uncle Jack off the horse."
You're forgetting this was the era when everyone under 25 took great effort to strip capital letters from their typing, in order to look like they were too cool to go to the effort to write in capital letters.
And then people in corporate America who wanted to appear as if they were connected to young people started mimicking the trend.
Remember early Facebook? Writing in capital letters was as uncool as having a job.