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If this is an Ad, what exactly is Apple trying to sell me? I don't have a background in marketing, but I'm not sure how this is an effective ad? I feel like to

by joeblau 13y ago

If this is an Ad, what exactly is Apple trying to sell me? I don't have a background in marketing, but I'm not sure how this is an effective ad? I feel like todays consumers have short attention spans, care about results over process, have an entire interent to get "facts" about products, and primarily value videos/photos/audio over over text.

derefr 13y ago
It seems to me, if they're saying anything, it's this: > We have put the trademarked phrase "Designed by Apple in California" on our actual products. We work hard on them, we pick everything that goes into them and arrange it very precisely, and then we put our marque on it to let you know that this thing, this combination of parts, is something we approve of. > There are a lot of products coming out of China and elsewhere that seem, on first glance, very similar to our stuff. But on closer inspection, they use inferior parts, they don't arrange them the same way, and of course, they don't use our software--you can only get that from us. Still, you might get confused, especially on the things that don't even have an Apple logo on them, like our tiny iPhone AC/USB adapters and so forth. > Just look for "Designed by Apple in California." Like "Rolex" or any of those other high-value brands, we can sue anyone who puts that phrase on a product that isn't ours--so inevitably, it either won't be there on these weak parody-products, or it'll be an odd faux-image: something like "Designed by Appl in Cauliflower." † If you see that, put the product back on the shelf: the Apple brand got the recognition it has because of our commitment to perfection, and these products won't give you any of that. ...or, rather, that's what they would probably say, if their PR-brand didn't have a distinct flavor that precludes saying things like that. Instead, they have to just remind people that their brand exists, and hope the subtext gets through, brand-marque recognition goes up, and counterfeit purchases go down. † I actually have a third-party 35W iPhone AC charger that says just this. It works okay with my old 4th-gen iPod Nano; but somehow puts my iPhone 4 into a mode where it thinks it's already charged (not the same as the "not charging" mode when I plug it into an unpowered USB port on a hub, by the way.)
ulisesrmzroche 13y ago
That's been the case since forever. This is not an example of out-dated advertising, but bad advertising.
alex_c 13y ago
It's not meant to sell you a product, it's an attempt to position and differentiate the Apple brand (the fact that they feel this is necessary is pretty interesting). Think of it this way. How is Apple different from IBM PCs | generic MP3 players | Android phones | Samsung? Well, Apple only releases a few versions of a given product at a time, they obsess over details, leave out any non-essential features in favor of simplicity/elegance, etc. etc. Compared to the confusion in more generic markets, you always know what you get when you buy an Apple product. Also, California, USA, innovation, rah rah rah. Disclaimer: my "background in marketing" is one marketing course I'm taking right now, so I'm clearly extremely qualified to comment on the topic.

by joeblau 13y ago

derefr 13y ago

It seems to me, if they're saying anything, it's this: > We have put the trademarked phrase "Designed by Apple in California" on our actual products. We work hard on them, we pick everything that goes into them and arrange it very precisely, and then we put our marque on it to let you know that this thing, this combination of parts, is something we approve of. > There are a lot of products coming out of China and elsewhere that seem, on first glance, very similar to our stuff. But on closer inspection, they use inferior parts, they don't arrange them the same way, and of course, they don't use our software--you can only get that from us. Still, you might get confused, especially on the things that don't even have an Apple logo on them, like our tiny iPhone AC/USB adapters and so forth. > Just look for "Designed by Apple in California." Like "Rolex" or any of those other high-value brands, we can sue anyone who puts that phrase on a product that isn't ours--so inevitably, it either won't be there on these weak parody-products, or it'll be an odd faux-image: something like "Designed by Appl in Cauliflower." † If you see that, put the product back on the shelf: the Apple brand got the recognition it has because of our commitment to perfection, and these products won't give you any of that. ...or, rather, that's what they would probably say, if their PR-brand didn't have a distinct flavor that precludes saying things like that. Instead, they have to just remind people that their brand exists, and hope the subtext gets through, brand-marque recognition goes up, and counterfeit purchases go down. † I actually have a third-party 35W iPhone AC charger that says just this. It works okay with my old 4th-gen iPod Nano; but somehow puts my iPhone 4 into a mode where it thinks it's already charged (not the same as the "not charging" mode when I plug it into an unpowered USB port on a hub, by the way.)

ulisesrmzroche 13y ago

That's been the case since forever. This is not an example of out-dated advertising, but bad advertising.

alex_c 13y ago

It's not meant to sell you a product, it's an attempt to position and differentiate the Apple brand (the fact that they feel this is necessary is pretty interesting). Think of it this way. How is Apple different from IBM PCs | generic MP3 players | Android phones | Samsung? Well, Apple only releases a few versions of a given product at a time, they obsess over details, leave out any non-essential features in favor of simplicity/elegance, etc. etc. Compared to the confusion in more generic markets, you always know what you get when you buy an Apple product. Also, California, USA, innovation, rah rah rah. Disclaimer: my "background in marketing" is one marketing course I'm taking right now, so I'm clearly extremely qualified to comment on the topic.