Apple Advertising

iPhone 5s (2014)

advertisement doesn't go into how apple can enhance life, but how *apple is a lifestyle brand*

Misunderstood

apple "misunderstood"

introduction

apple is perceived to have something that their competition does not... *SIMPLICITY*

1976: the original apple computer: The 1st Ads

apple was initially aimed at *electronics enthusiasts* - print ads were *text-heavy* and *light on pictures*, as were many computer and technology ads of that time

1990's: iMac: "Chic. Not Geek"

campaign introduced apple's new emphasis on *design* and *aesthetics* - Gained a comparative advantage in the personal computers field by portraying their products as cool, innovative, fun and well designed.

Siri (2011)

"consumers love apple's 'elitist' celebrity siri ads" - proved to be highly effective

apple mantra

*Think different * . 1997-2002

"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)

*simple and 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.

"Lemmings" (1985)

*the ad that almost killed apple* . apple tried to go after business users which they showed as being mindless, drones, but they consequently insulted their key audience

1977: Apple II: Strategy

. apple presented itself as a producer of *personal computers* . but there was *no actual need* (no, not demand, need!) for them, so apple focused on *creating a "need"* for people to have personal computers . Apple's ads tried to make its products look *useful*, here we find the roots of the idea of "*simplicity*"

apple ad standing out

. having little to no copy . simple backdrop . a short and simple slogan . hip music from a band whose song was likely #1 on itunes . includes the famous apple logo at the end

"A is for Apple" (1977)

. the first ads to feature a slogan . the first signs of Apple's ethos and design philosophy

Why "hello" was more successful than "wow"

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.

"Apple II Introduction Ad" (1977)

Apple served in many ways as one of the first public "computer educators"

"hello" (2007)

Apple's "hello" was *simple yet effective* Microsoft "wow" success paled in comparison

"Why every kid should have an apple after school" (1984)

Apple's first campaign to switch its strategy from *usefulness* to *fun*

"iPod Silhouette" (2003)

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. - $100,000 Grand Prize Kelly Award

1976: the original apple computer: The 1st Logo

Sir Issac Newton sitting under an apple tree - Steve Jobs decided to scrap this image because he felt that the logo was too cerebral and *not easily reproduced* at small sizes

1977: Apple II: Logo Redesign

Steve Jobs called for a *redesign* of the apple logo wanting it to be more *iconic* - Apple's new rainbow logo and *Garamond* typeface both became *iconic* and was used until 1998

Thomas Edison and Garden of Eden (1979)

highlighted Apple's appeal to creative types, in contrast to the most business-like approach of its computers

1990's" iMac

iMac started trend in computer industry similar to what GM did in the 1920's . GM began to produce them in *color* and introduced elements of *style*. - this creates *brand distinctiveness, added value and period obsolescence* (style change)

apple music (2016)

iTunes was in decline. - the remedy was apple should deemphasize iTunes and plow money into the on-demand streaming service

apple watch (2015)

once again, they look at a simple technology and find a way to make it enhance life--- as well as changing the way we use watches, answer phones, even exercise

apple computers

one of the largest and most well-recognized corporations in the world

iPhone 5 (2012)

the advertisement simply focus on specific aspects of why the new device is indeed better than what you've seen come out of apple - the campaign was clearly successful because the iPhone 5 reached record sales

1976: the original apple computer: Apple I

the apple I was an *innovative* computer for its day because it *used fewer parts_*than anything in its class

1977: Apple II

the apple II would become the *first mass-marketed personal computer*

"1984"

this *critically acclaimed* super bowl commercial from TBWA/chiat/day was based off George Orwell's novel *nineteen eight-four* . saving humanity from conformity, dystopian future (IBM/Apple) . a key moment for apple, 1984 became one of the most popular TV commercials in history