This ad definitely left me wondering "why do I want a pen/stylus"? There are a few cases with the tablets where I'd like to use a pen tool for input. I largely

This ad definitely left me wondering "why do I want a pen/stylus"? There are a few cases with the tablets where I'd like to use a pen tool for input. I largely avoid taking notes on a tablet for this reason (this is behavior I could voluntarily change if I was more flexible on how I take notes), but why would I need pen input on a phone? I've never personally ran into an issue on a phone where I said "this would be easier with a pen". What are the use-cases for this and why would it appeal to people? For me, the ad worked on the level that I'm now curious about why this pen is worth highlighting in a 3.5MM spot. Regarding the insults to Apple users, this is something that is really divisive. I remember when there was a "leaked" BlackBerry commercial a few years ago that showed a black berry being shot through an iPhone. The spot turned out to be fake, or it got canned and never aired, or something like that. I remember there being a lot of people in the online tech community being upset over this. They wanted to see Apple bleed. But that was never a good marketing strategy for RIM. I'm trying to think of the strategy behind this ad. Certainly, anyone devoted enough to Apple to stand in line for their products thinks enough of Apple to a) not switch and b) not to switch to a company who makes fun of them. Additionally, these people likely buy into's Apples stance on styli being antiquated. So the other strategy may be to position itself away from the Apple "fanboys". Lots of people dislike Apple, and maybe making fun of those who do hit enough of a confirmation bias button to make them seriously think of buying this phone. So overall, it doesn't seem like a great ad to get huge market share, but it does seem to be positioning itself firmly on a segment, and hoping it can draw in other segment share. Personally, I don't get it.