“Clever and funny are out,” Lance Ulanoff writes for Mashable. “Short and obvious are in.”

“Watching Apple’s new collection of Switch Ads, I was instantly nostalgic for the company’s iconic ‘I’m a Mac and I’m a PC’ ads that introduced us to the wit and comic-timing of John Hodgman and lovable knowingness of Justin Long,” Ulanoff writes. “The new spots, which appeared on YouTube on Monday, are too short to be called ads and too abstract to engage on any emotional level.”

“There’s no dialogue, just brief illustrations of the difference between ‘your phone’ and the ‘iPhone,'” Ulanoff writes.

“Wouldn’t it have been brilliant to bring back Hodgman and Long for this series? Everyone would’ve watched them (and shared them), just to see the pair back together. They are, after all, like our modern-day Abbot and Costello,” Ulanoff writes. “[But], the generation Apple hopes to attract was probably in grade school when these ads were popular. Maybe they wouldn’t care.”

Read more in the full article here.

MacDailyNews Take: These ads are simple calls to action (i.e. visit apple.com/switch). They are meant for those currently on the fence, clutching their likely-infected, never-to-be-updated pretend iPhones and thinking about finally crossing over into the light.

Granted, some of these ads could be a bit more compelling, but they are trying to hit the usual fears (my music, my photos, will this be too difficult) and get then to the webpage where things are explained in more detail.

Obviously, with switchers fleeing from Android to real iPhones in record numbers, Apple is rightly trying to accelerate the process.

In the first half of this fiscal year… we saw the largest absolute number of switchers outside of Greater China in the same period that we’ve ever seen. – Apple CEO Tim Cook, Q2 2017 Earnings Call, May 02, 2017

Apple launches new Switch attack on Google’s Android – May 22, 2017
Russian hacker gang robbed Russian banks with over one million hacked Android phones – May 22, 2017
36 widely-used Android devices ship with malware preinstalled – March 14, 2017
The cost of free: More than one million Google Android devices hit by malware – November 30, 2016
Secret backdoor in U.S. Android phones sent location, text, contact data to China – November 15, 2016
Poor man’s iPhone: Android on the decline – February 26, 2015
Study: iPhone users are smarter and richer than those who settle for Android phones – January 22, 2015
Why Android users can’t have the nicest things – January 5, 2015
iPhone users earn significantly more than those who settle for Android phones – October 8, 2014
Yet more proof that Android is for poor people – June 27, 2014
More proof that Android is for poor people – May 13, 2014
Android users poorer, shorter, unhealthier, less educated, far less charitable than Apple iPhone users – November 13, 2013
IDC data shows two thirds of Android’s 81% smartphone share are cheap junk phones – November 13, 2013
CIRP: Apple iPhone users are younger, richer, and better educated than those who settle for Samsung knockoff phones – August 19, 2013
iPhone users smarter, richer than Android phone users – August 16, 2011
Study: Apple iPhone users richer, younger, more productive than other so-called ‘smartphone’ users – June 12, 2009