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Apple pulls ‘Genius’ ad series from its website, YouTube channel

Wednesday, August 22, 2012 · 5:33 pm · 59 Comments

“After pulling the ads from television, Apple has now removed the ‘Genius’ series of three ads that aired during the Olympics from its website and YouTube channel, apparently considering them a failed experiment,” MacNN reports. “The ads, which featured an Apple Genius (as seen in the retail stores) helping customers more fully utilize their Macs, drew criticism from some.”

“The chief complaint about the ads seemed to be that they were a marked departure from the understated, poetic ads that had recently promoted the iPhone, iPad and Siri,” MacNN reports. “The ads were intended to be lighthearted and humorous, reminiscent of the ‘Get a Mac’ campaign, but riled some Mac users who saw the customers — new Mac owners — as clueless or stupid, notes MacRumors.”

Read more in the full article here.

MacDailyNews Take: Josh Rabinowitz really wants a do-over right about now.

Categories: News

Tags: advertising, commercials, Genius ads, Mac ads, Mac Genius, Mac Genius ads, TV spots

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Comment Feed

59 Comments

Lordthree

Wednesday, August 22, 2012 - 5:40 pm · Reply

Bout time. Let’s not look back and just try and pretend those never happened.
- Jax44
  
  Wednesday, August 22, 2012 - 6:59 pm · Reply
  
  What ads?.
  - hannahjs
    
    Wednesday, August 22, 2012 - 11:21 pm · Reply
    
    Maybe you’re not seeing this because of AdBlock or something, but the ad in the top right prime slot of this MDN page shows a driver’s licence in the name of Jane Sample, 456 Anywhere Street. But the driver photo is a dead ringer for Marissa Mayer…
    - Jax44
      
      Thursday, August 23, 2012 - 12:08 am · Reply
      
      I was being facetious in regards to the pulled ads.
- educat5
  
  Wednesday, August 22, 2012 - 7:27 pm · Reply
  
  I liked them. Most Mac owner newbies are somewhat clueless about the many features within their new purchase… not to mention those deciding on a computer purchase/os switch.
  - hannahjs
    
    Wednesday, August 22, 2012 - 9:28 pm · Reply
    
    So did I…but Apple seems to be paying attention to the tech press, desiring to coddle its core customers who, they have seen, are actually self-interested more than uncritically supportive.
    
    In other words, Apple fanboys aren’t fanboys at all.
    
    They’re loyal but discerning and outspoken fans of Excellence itself.
    - Thelonious Mac
      
      Wednesday, August 22, 2012 - 9:47 pm · Reply
      
      “… They’re loyal but discerning and outspoken fans of Excellence itself.”
      
      Nice. Is that original? Cause I’m hereby ripping it off. I will be tossing it about in casual conversation as if it just came to me.
      - hannahjs
        
        Wednesday, August 22, 2012 - 9:48 pm · Reply
        
        Don’t say I never gave you anything…
        
        botvinnik
        
        Wednesday, August 22, 2012 - 11:10 pm · Reply
        
        heh.
- MacFreek
  
  Thursday, August 23, 2012 - 4:30 am · Reply
  
  Apple needs to pull its head out of its ass and start shipping new and improved desktop machines.
The Other Steve

Wednesday, August 22, 2012 - 5:51 pm · Reply

Browett must have discovered Josh was still on probation.
- qka
  
  Wednesday, August 22, 2012 - 8:06 pm · Reply
  
  +1!
GM

Wednesday, August 22, 2012 - 6:00 pm · Reply

Now if they can just pull Browett and get rid of him.
mimimax

Wednesday, August 22, 2012 - 6:11 pm · Reply

My opinion is that Apple will have a hard time figuring out how to create ads that promote (in a remarkable way) anything else than the products themselves, their legendary design quality, ease-of-use, and “It just works” style. Anything that happens “after sales,” be it of highest quality, is associated with a negative feeling in most customers’ mind. The vast majority of long-time Apple customers know that they’ve rarely (or never) had to contact Apple to get any issue fixed, and new Apple customers should know that they can count on AppleCare, or on their local Apple Retail Store, to get any issue resolved. To me, there is no need to promote Apple’s exemplary after-sales service. Your Apple product is designed to work, and last. When it doesn’t, Apple wants to hear from you. Period.
- Jim
  
  Wednesday, August 22, 2012 - 6:18 pm · Reply
  
  Agreed. And word-of-mouth is considerably more credible than paid-for actors.
- Thelonious Mac
  
  Wednesday, August 22, 2012 - 9:48 pm · Reply
  
  Oh… I dunno….
  - Agent Provocateur
    
    Wednesday, August 22, 2012 - 11:56 pm · Reply
    
    I remember the ad and the campaign. The problem back then was the Mac was falling behind, kinda like today.
    
    No Mac Pro= No Mac future for many users. The iOS pimps need to remember that all those apps are written on Macs. ALL OF THEM.
CitizenX

Wednesday, August 22, 2012 - 6:20 pm · Reply

Replace the clueless looking genius and it would have probably changed the whole tone of the advertisement.
- Lordthree
  
  Wednesday, August 22, 2012 - 7:09 pm · Reply
  
  1
- hannahjs
  
  Wednesday, August 22, 2012 - 9:47 pm · Reply
  
  Wait—my perception was that the genius behaved not in a clueless manner but in a reactive manner, like Marty McFly or Buster Keaton, incredulous that his customers should be so clueless. “Here, let’s just get us all out of harm’s way…”
  
  Curse me, and Apple, for forgetting that subtlety and allusion don’t always cut it in the advertising racket.
  - 8^þ
    
    Wednesday, August 22, 2012 - 10:26 pm · Reply
    
    Nobody ever went broke underestimating the intelligence of the American people — H. L. Mencken
    - botvinnik
      
      Wednesday, August 22, 2012 - 11:20 pm · Reply
      
      Except for H.L. Mencken himself after his public support of Adolfo Hitler.
      - botvinnik
        
        Wednesday, August 22, 2012 - 11:23 pm · Reply
        
        Lol, ADOLF….Adolfo Hitler was Juan Carlos’s chihuahua.
russ

Wednesday, August 22, 2012 - 6:28 pm · Reply

I hope they pull Browett next – or push, rather. Preferably accompanied with a drop-kick in the direction of Seattle.
- mimimax
  
  Wednesday, August 22, 2012 - 6:36 pm · Reply
  
  If Tim Cook and other Apple executives chose John Browett, there is/are a/many reason(s), really. Let’s not be be too harsh about this decision. John Browett did admit some mess-up. Now let’s see how Apple Retail evolves in the next weeks/months/years. They we can judge him.
  - hannahjs
    
    Wednesday, August 22, 2012 - 9:56 pm · Reply
    
    OK, except that it’s probable that Browett acted unilaterally, the senior staff erupted, the CEO called a meeting, the action was discussed, and Brower was given a suggestion or two, resulting in an uncharacteristic mea culpa.
    
    It may be that in Tim Cook’s ballpark, it’s TWO strikes and yer out…we’ll see.
Chuck

Wednesday, August 22, 2012 - 6:28 pm · Reply

I actually think Browett is doing a fantastic job. What he should also do is rebrand all Apple stores to Dixons-Apple. Next he should get rid of that crappy Apple logo from the shop front and then sell computers and devices where you are not locked into an Apple ecosystem.
CraigNotGreg

Wednesday, August 22, 2012 - 6:29 pm · Reply

I guess I’m alone in this opinion, but I didn’t think the Genius ads were that bad. They weren’t good, mind you, but I think the celebrity Siri ads (especially the John Malkovich ones) were far worse.
- CitizenX
  
  Wednesday, August 22, 2012 - 6:33 pm · Reply
  
  No doubt. The 1% are not “the rest of us”.
- Mike
  
  Wednesday, August 22, 2012 - 7:02 pm · Reply
  
  I agree. The celebrity ads were terrible. I cringe when I see them.
  - hannahjs
    
    Wednesday, August 22, 2012 - 11:48 pm · Reply
    
    I imagine a Kim Kardashian ad. (Shudder)
- Hg Wells
  
  Wednesday, August 22, 2012 - 7:20 pm · Reply
  
  I liked the Genius ads. I think people were reading too much into them. They didn’t have to run forever, but I don’t think a slightly more extensive run would have hurt anything.
  
  Unlike others, I thought they would also appeal to younger buyers who might relate to the Genius.
  
  I liked them better than the old “image” ads that Apple ran for so many years. But I do miss the Mac/PC ads.
- kaplanmike
  
  Wednesday, August 22, 2012 - 7:45 pm · Reply
  
  Actually, I love the Martin Scorsese ad for Siri. Haven’t seen the others…
MacRaven

Wednesday, August 22, 2012 - 6:37 pm · Reply

And an IT I can fully say some of my clients are clueless and fall under the category of these commercials. The truth is sometimes painful.
- Rastamouse
  
  Wednesday, August 22, 2012 - 6:48 pm · Reply
  
  Yup, some of the staff I have to deal with are utterly clueless. CLUELESS! However it’s easy to criticise someone else who is struggling when you know how to do what it is you are showing that person; the skill is teaching that person without making them feel clueless….
  
  It’s a fine line, Apple fell off it with the last set of ads, I’m sure they’ll analyse them and figure out a way of saying the Genius Bars are awesome in a non-condescending way (which, in my opinion, they are – I’ve had nothing but awesome customer service whenever I’ve used an Apple Store/Genius Bar).
- HelpDeskBlues
  
  Wednesday, August 22, 2012 - 7:11 pm · Reply
  
  Yup. I had a client ask me if there was something wrong with her macbook pro. She thought someone had hacked into her email on the mac because it showed her “curly letters” whenever she tried to send an email. So, she didn’t send any email. The “curly letters” phenomena was the email service anti-spam authentication window. We’ve all seen those graphics — “type these three letters”.
Apple is Always Right

Wednesday, August 22, 2012 - 6:45 pm · Reply

Thank God aka Jobs
Thumper

Wednesday, August 22, 2012 - 6:52 pm · Reply

It’s just one more sign of how Apple misses Steve Jobs. There’s no way those ads would have gotten aired with his idiocy-detecting meter in use.
- elvispanda
  
  Wednesday, August 22, 2012 - 10:46 pm · Reply
  
  Absolutely, Thumper, I had the same thought immediately. Steve would have never aired those. They reminded me of when Apple was flailing around with the Intel bunnies exploding and whatnot, before the elegant “Think Different.” campaign started expressing the true nature of Apple. These were just awful. Apple needs to express it’s different and inventive, unless it’s truly not anymore.
clyde2801

Wednesday, August 22, 2012 - 8:01 pm · Reply

They had to withdraw the ads, they were deceptive: the Apple Store employee didn’t have a single tat or piercing.
- CupertinoJoe
  
  Wednesday, August 22, 2012 - 8:23 pm · Reply
  
  Really? Where do you shop? Our area Apple Stores, places like Valley Fair, Palo Alto etc have very clean attractive employees. They look, sound and smell proper.
  - Lordthree
    
    Wednesday, August 22, 2012 - 8:47 pm · Reply
    
    Ours are terrible. they are pierced up all over and have those disgusting huge earrings that make them look like dumbo. I don’t even like going in there.
    
    I used to work tech support for Apple back in 08 and the tech people were WAY more normal looking than the people they hire for retail- it should be the other way around.
    - hannahjs
      
      Wednesday, August 22, 2012 - 10:02 pm · Reply
      
      Back in ’08—so last decade…literally…
      - Lordthree
        
        Thursday, August 23, 2012 - 10:58 am · Reply
        
        It was during the 3GS launch. Not so long ago or different from now. Snow leopard had just come out. Arguably Apple’s hey-day
- The Other Steve
  
  Wednesday, August 22, 2012 - 9:17 pm · Reply
- emess1950
  
  Wednesday, August 22, 2012 - 10:34 pm · Reply
  
  The whole damn planet is inked, pierced, or sick. Sorry… it’s painful.
mimimax

Wednesday, August 22, 2012 - 8:16 pm · Reply

I think this post represents just the right opportunity to remind all of us about the inspiration that the Apple community could bring to Apple ads, just a few years ago: http://www.youtube.com/watch?v=KKQUZPqDZb0 Where are you, Nick Haley? You surely have other great ideas to bring Apple ads to the next level! Don’t you?
- mimimax
  
  Wednesday, August 22, 2012 - 8:19 pm · Reply
  
  FYI: Nick Haley is here: http://www.linkedin.com/in/njhaley I want him back. Don’t you?
klooblis

Wednesday, August 22, 2012 - 8:55 pm · Reply

What I’m concerned about is that Apple won’t put out other Mac ads for a long time.

I haven’t seen imac ads for years. There doesn’t seem to have been significant mac TV ads since the mac PC guys (which ceased years ago) . Never seen Mac Mini ads any where not even in print, and no point even to talk about Mac Pro ads..

Apple should should boost Macs more. Although Mac sales is beating PC growth for many quarters I believe it can do better. Worldwide Mac market share is still only around 5% (although higher in the States).

Apple lost a great opportunity with Vista to climb over 10% and more, they shouldn’t waste the looming Win 8 disaster.

as a aapl investor I think apple should grab all the low hanging fruit it can and depending too much on iOS alone for profits is dangerous. C’mon Macs are profitable (and there’s always a segment who needs ‘trucks’ ) , more mac ads…
The Other Steve

Wednesday, August 22, 2012 - 9:03 pm · Reply

Those ads represent exactly what made the Apple stores a success!
People are NOT stupid or clueless, they just want a place to ask their questions without feeling stupid or clueless.

Besides, I like the ads, they made me laugh. They also made my mother laugh, and THAT is why they work!
- hannahjs
  
  Wednesday, August 22, 2012 - 10:09 pm · Reply
  
  Not any more, Apple pulled them.
  
  Shows you where the real control resides: WITH THE POWER USERS, YAY! Except, wait…we used to be a niche market, but Apple wants to expand beyond that, but they fear alienating their curmudgeon user base…oh my, is my mind is experiencing the pain of…evolving?
  - botvinnik
    
    Wednesday, August 22, 2012 - 11:27 pm · Reply
    
    Some of my best friends are curmudgeons.
    - hannahjs
      
      Wednesday, August 22, 2012 - 11:33 pm · Reply
      
      Uh, OK, wait…if Apple’s base is curmudgeons, then Microsoft’s base is…oh dear…gulp…
Xil

Wednesday, August 22, 2012 - 11:15 pm · Reply

I liked the ads, they we lighthearted and fun, much better than the Siri ones. He reminded me of ferris!
- hannahjs
  
  Wednesday, August 22, 2012 - 11:29 pm · Reply
  
  Steve Jobs and Ferris Bueller: The question isn’t “what are we going to do,” the question is “what aren’t we going to do?”
nathanhillery

Thursday, August 23, 2012 - 2:46 am · Reply

I’ll officially register that I liked the ads too. I didn’t think the users looked stupid, just challenged by circumstances. I thought the genius was helpful without being condescending. But the ads were very different than Apple of late, and I guess the vocal minority weren’t ready.
- The Other Steve
  
  Thursday, August 23, 2012 - 3:37 am · Reply
  
  “vocal minority”
  Very well said.
- MuppetGate
  
  Thursday, August 23, 2012 - 8:34 am · Reply
  
  This is what really concerns me: that Apple has started listening to whiners who hang out in forums. If this carries on we’ll end up with a six-inch screen iPhone that has a ten minte battery life.
  
  And yes, I thought the ads were great.
althegeo

Thursday, August 23, 2012 - 10:56 am · Reply

I also liked the ads.

I thought they were aimed at Windows sufferers. That’s why I couldn’t understand the backlash.