Apple’s marketing is legendary. Remember the “1984” and “Think Different” campaigns, and the dancing iPod silhouettes? This works, though, only if the product and technology are on time and actually good. Apple now finds itself under scrutiny with its fumbled generative-AI launch. The company went on a marketing blitz last year to promote upcoming Apple Intelligence features……..Continue reading…..
By:Apple’s advertising has come under criticism for adapting other creative works as advertisements and for inaccurate depictions of product functionality. Some artists and unrelated businesses have complained that Apple’s advertisements use their ideas. A 2005 iPod campaign starring rapper Eminem, called “Detroit”, was criticized for being too similar to a 2002 advertisement for Lugz boots.
A 2006 television advertisement was made by a director who had also made music videos for an American band, and the ad was criticized for being too similar to the music videos. Artist Christian Marclay denied Apple the rights to his 1995 short film “Telephones” to market Apple’s iPhone, but Apple ran an ad during the 2007 Academy Awards broadcast that “seems like a tribute” to Marclay’s experimental film.
In July 2007, Colorado-based photographer Louie Psihoyos filed suit against Apple for using his “wall of videos” imagery to advertise for Apple TV. Apple had allegedly been negotiating with Psihoyos for rights to the imagery, but backed out and used similar imagery anyway. Psyhoyos later dropped the lawsuit.
Generally, copyright law prohibits copying specific expressions, but does not prohibit adapting ideas for other purposes, including as a tribute through allusions to works created by the honored artist. In August 2008, the Advertising Standards Authority (ASA) in the UK banned one iPhone ad from further broadcast in its original form due to “misleading claims”.
The ASA took issue with the ads’ claim that “all parts of the internet are on the iPhone”, when the device did not support Java or Adobe’s third-party Flash web browser plug-in. The newer iPhone ads presented a “Sequence Shortened” caption at the beginning. In 2012 Apple was sued in Australia for branding its 2012 iPad as being 4G capable, even though the iPad was not compatible with Australia’s 4G network.
Apple offered a refund to customers for all iPads sold in Australia. Apple Inc. agreed to pay a A$2.25 million penalty for misleading Australian customers about its iPad being 4G capable. On May 7, 2024, Apple released an advertisement called “Crush!” for the iPad Pro, featuring a variety of instruments and art supplies, such as an arcade cabinet, piano, and paints, being destroyed by a hydraulic press and symbolically compressed into an iPad Pro, with the song “All I Ever Need Is You” by Sonny & Cher as background music.
The advertisement received broad criticism online, with Hugh Grant describing the advertisement as a “destruction of the human experience”. On May 9, 2024, Tor Myhren, Apple’s VP of marketing communications, issued an apology for the advertisement, stating “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world.
Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry. Apple has aired many advertisements promoting the different models of the iPhone since its initial release in 2007. This company is well known for their advertisements and marketing strategy. Apple segments its customer base by using behavioral, demographic, and psychographic factors.
Within their iPhone advertising, Apple has made it a point to highlight the key features that their phone has to offer. Apple highlights claimed superior performance, camera quality, privacy and several other factors that they say set their product apart. Apple aims to win over the majority of smartphone users by showing customers the great features the iPhone has to offer. One way Apple does this is by sending ordinary users out into the world to capture pictures and videos.
The ads show how the camera feature works and claim that such pictures can be taken by anyone, as long as it is only on an iPhone, not other brand’s phones. A second strategy Apple has is comparing their product with rival products in their advertisements. Ads that show the relative advantage the iPhone has over competitor products. They focus on potential switchers who currently are using another smartphone brand. The iPhone advertising campaign took flight in 2007 and has continued into 2019.
Apple released the first advertisement for the iPhone in February 2007 during the national broadcast of the Academy Awards. The 30-second commercial featured cuts of famous figures answering their telephones, all saying “Hello”. As it progressed, the ad showed more recent versions of the telephone; it ended with a preview of the first generation iPhone to draw a connection between the iPhone”.
Other features included in those advertisements were email, camera, and general touchscreen capabilities. In September 2016, the “Don’t Blink” web video campaign was launched, which described the new Apple product line in 107 seconds with fast typography. It has since gone on to become an often-used video template on social media.
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OK Go: Apple Ripped Off Our Video”. . . Labels:apple,advertising,creativity,legendary,campaigns,generativeai,technology,ipod,silhouettes,iphone,Macintosh
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