ADV - Apple

"You, Me and the Bourgeoisie" (2008)

First of the iconic iPhone ads. Simplistic, all-white background so the iPhone is the only focus.

"Mac vs PC" (2006)

Get A Mac Campaign: Battle between actors John Hodgman (PC) and Justin Long (Mac) that successfully lasted 3 years until 2009. Simple & Memorable. Created a solid and clearly defined brand identity: a simple and easy approach to the issues that many PC users have been faced with over the years.

Siri (2011)

Great ad with celebrity

"iPod Silhouette" (2003)

Great breakthrough with iPod. Started to align the company with iconic musical artist. Endorsement of popular artists such as U2, Black Eye Peas, N.E.R.D. etc gave the iPod cultural value. It demonstrated that you don't have to spend a lot of time talking about features to get people to make a human connection with your product.

Apple and education

The company's early ads were rich with information and instruction on how to use the new technology. Apple, in many ways, served as one the first public "computer educators." Apple appeals to the creative types. First focused on consumer magazines but later switched to education. Increased public awareness from 10 - 80% in 1981.

1990's: iMac

The iMac started a trend in the computer industry similar to what General Motors did in the 1920's - when all cars were black and in some danger of eventually becoming undifferentiated commodities. GM began to produce them in color and introduced elements of style. This creates brand distinctiveness, added value and period obsolescence (style change). Campaign introduced Apple's new emphasis on design and aesthetics "Chic. Not Geek." Computer is cool.

iPhone 5s (2014)

The minute-long advertisement doesn't focus on the product attributes as much as how the product can be integrated into, and enhance, life - essentially reiterating and re-emphasizing how Apple is a lifestyle brand as much as it is about function, user-friendliness, and aesthetics.

Hello vs. Wow

Why better: 1) Consistency: all ads featured the same scenes with the same ending, reiterating the message, while the Vista ads, bungled different Wow scenes that only made you wonder what this ad was all about and didn't provide a clear answer 2) Simplicity: Apple ads are known for their simple, clear messaging and the Hello ad was no different 3) Relevance: the Apple ads were relevant to the occasion (The Oscars) with sequences from films thrown into the ad, while Microsoft's was all over the place.

Original Marketing strategy

aimed at electronic enthusiast. Many advertisements on magazines for computer experts.

Bottom line of Apple's brand

"Simplicity" Something that the competitors does not have. Apple ad will stand out for having little to no copy, a simple backdrop, a short and simple slogan, hip music from a band whose song will likely be #1 on iTunes the next day and the famous Apple logo at the end.

Apple New logo

A bitten off apple with rainbow in wrong order. font garamond. Used until 1998

1984

Ad in superbowl. Very popular and critically acclaimed. Introduces the Macintosh.A key moment for Apple, 1984 became one of the most popular TV commercials in history. Saving humanity from conformity, dystopian future (IBM vs Apple) Looked set to beat IBM and Microsoft

Apple II strategy

Apple focused on creating a need for pc. Apple as make product seemed useful and that it can be used by everyone. This is the roots of the idea of simplicity.

Apple standing

Apple is the leader in advertising and marketing in Silicon valley. Has been consistent since inception.

Hello(2007)

Apple's simple yet effective "Hello" ad campaign at the 2007 Academy Awards, built around snippets of film sequences which featured memorable movie characters saying "Hello."

"Why Every Kid Should Have an Apple After School" (1984)

Apple's strategy to switch to fun over usefulness

"Think Different"

Ironically, Apple had to lose its products in order to gain its identity. The ads feature a number of famous people and the devices themselves disappear from the ads in favor of gorgeous photography. Very critically acclaimed.

The Song, Misunderstood

Shows Apple can be used to create connection with family. Focused on emotions.

Apple first logo

Sir Isaac Newton under a tree. This logo was scraped since it's not easily produced at small sizes and too cerebral.

iPhone 5 (2012)

The 30-second short advertisements simply focus on specific aspects of why the new device (which doesn't look terribly different from the two generations of iPhone before it) is indeed better than what you've seen come out of Apple before. "Thumb" highlights the increased screen size, using an appendage as an appropriate yardstick to gauge its utility. Hugely successful. Apple reach record sales in opening weekend.

Apple I(1976)

The Apple I was an innovative computer for its day because it used fewer parts than anything in its class.

Apple II(1977)

The Apple II would become the first mass-marketed personal computer, and it took Apple to a new level of success. Presented as Personal computer

"Lemmings" (1985)

The ad that almost killed Apple. Super Bowl follow up to "1984" created by TBWA/Chiat/Day. The commercial was such a flop that Apple considered running a public apology for it. Insulted the business people. Microsoft later overtook apple by going to the business people.

Apple II problem

no demand for personal computers. PC were expensive and not a necessity.