3 ms·

The big problem I see with the ad is that it tells me what they're signature is. I'm not going to jump in on the "Apple is over because Steve Jobs is gone trai

The big problem I see with the ad is that it tells me what they're signature is. I'm not going to jump in on the "Apple is over because Steve Jobs is gone train" but I'd argue that up until now, they just had a signature - they didn't tell us about it. After all, a signature is supposed to be recognized on it's own. If you have to explain the importance of it, it sort of loses some of the significance - right?

sbuk 13y ago
"Think different" was their signature. They spent an incredible amount of money in the late 1990's and early 2000's telling us this.
- joelrunyon 13y ago
  That was their slogan. A "signature" and what I'd argue they're trying to say here - is something built into their product that you see and say "oh, that's apple." Up till now, they've had that, but never felt the need to say "this is our signature" - because it was obvious.
  - sbuk 13y ago
    "Designed by Apple in California" is a slogan. I get what you are saying, but I disagree. The whole "Jobs is dead, so is Apple" idea that has been portrayed in the press warrants a response from post-Jobs Apple. This is it. Its in a very similar vein to the "Think Different" campaign actually.
antimagic 13y ago
Exactly. Just with all other good writing, you have to show, not tell. Those ads with people talking on Facetime for example were great - they showed how Apple's products made life nicer without actually saying "see how your life will be nicer". These new ads unfortunately go the other way. Now that can still be OK. If for example Apple is actually trying to change the discourse about how people judge devices - "don't judge devices by how much they cost, or their spec sheet, judge them about how much they improve your life" then an occassional ad that explicitly makes people think about things in that way can be effective. It's not about selling an iPhone, it's about getting people to think about these issues when they are in the shop buying a phone, rather than simply just opting for the cheapest phone they salesperson shows them. Still, it grates. I think they could have got that message across without explicitly stating the message.

sbuk 13y ago

"Think different" was their signature. They spent an incredible amount of money in the late 1990's and early 2000's telling us this.

joelrunyon 13y ago
That was their slogan. A "signature" and what I'd argue they're trying to say here - is something built into their product that you see and say "oh, that's apple." Up till now, they've had that, but never felt the need to say "this is our signature" - because it was obvious.
- sbuk 13y ago
  "Designed by Apple in California" is a slogan. I get what you are saying, but I disagree. The whole "Jobs is dead, so is Apple" idea that has been portrayed in the press warrants a response from post-Jobs Apple. This is it. Its in a very similar vein to the "Think Different" campaign actually.

antimagic 13y ago

Exactly. Just with all other good writing, you have to show, not tell. Those ads with people talking on Facetime for example were great - they showed how Apple's products made life nicer without actually saying "see how your life will be nicer". These new ads unfortunately go the other way. Now that can still be OK. If for example Apple is actually trying to change the discourse about how people judge devices - "don't judge devices by how much they cost, or their spec sheet, judge them about how much they improve your life" then an occassional ad that explicitly makes people think about things in that way can be effective. It's not about selling an iPhone, it's about getting people to think about these issues when they are in the shop buying a phone, rather than simply just opting for the cheapest phone they salesperson shows them. Still, it grates. I think they could have got that message across without explicitly stating the message.