A couple of weeks ago, Apple launched a new ad campaign sporting the tagline “If it’s not an iPhone, it’s not an iPhone”, and I kind of ignored it. Though one focuses on customer satisfaction and the other focuses on the interplay between hardware and software, both come across as bland, and a little smug. Apple used a similar tagline on a campaign a few years ago, and it felt only slightly more charming at the time. Now, with an industry-dominating profit share, it feels kinda gross.
Also amazing? The fact that there are over a million and a half capable, beautiful, inspiring apps on the App Store. And each and every one was reviewed and approved by a team of real live humans. With great taste. And great suggestions. And great ideas.
Apple has gotten really, really good at making ads that show the products, rather than talking about them — remember the “Every Day” series? They’re still doing ads like that series, but for the Watch.1 And, while I know they have to change things up every so often, these feel like a miss to me. They’re too smug, and too pompous for my tastes. I prefer the softer sell.
By the way, ten bucks says those ads are scored by Trent Reznor. ↩︎