Millions may ignore Macs, but it’s harder to ignore Apple’s subversive, catchy advertising

“Think different. For the rest of us. Everything is easier on a Mac. Millions of customers ignore Apple Computer when they purchase their PCs, but but over the years it’s been much harder to ignore the company’s subversive, catchy advertising. From its groundbreaking Super Bowl spot in 1984 to the iconic ‘silhouette’ iPod ads, the company has developed a knack for keeping its finger on the pulse of what’s interesting, quirky and cool,” Leah Hoffmann writes for Forbes.

“‘The quality of Apple’s advertising is consistently above average,’ said Allen Adamson, managing director of the New York offices of brand consultancy Landor Associates. ‘And more often than not, it’s world class.’ Apple’s ads are powerful in part because they all reinforce the same branding message. Apple prides itself on appealing to the discerning customer, the person who, as one slogan famously had it, thought differently. And that message–of creativity, counterculture and good taste–is one that Apple has portrayed consistently in its advertising for the past 30 years,” Hoffmann writes. “…High-concept advertising doesn’t come cheap. Apple has spent more than $100 million thus far marketing the iPod to digital media lovers across the globe, and many more millions marketing their other products.”

Full article here.

MacDailyNews Take: Imagine $100 million worth of Mac advertising. It’s not like Apple doesn’t have several billion in the bank. Here’s hoping the “Retail Stores as Mac Advertising” concept is working as well as traditional advertising seem to have worked for the iPod.

Apple’s brand new iPod Hi-Fi speaker system. Home stereo. Reinvented. Available now for $349 with free shipping.
Apple’s new Mac mini. Intel Core, up to 4 times faster. Starting at just $599. Free shipping.
MacBook Pro. The first Mac notebook built upon Intel Core Duo with iLife ’06, Front Row and built-in iSight. Starting at $1999. Free shipping.
iMac. Twice as amazing — Intel Core Duo, iLife ’06, Front Row media experience, Apple Remote, built-in iSight. Starting at $1299. Free shipping.
iPod Radio Remote. Listen to FM radio on your iPod and control everything with a convenient wired remote. Just $49.
iPod. 15,000 songs. 25,000 photos. 150 hours of video. The new iPod. 30GB and 60GB models start at just $299. Free shipping.
Connect iPod to your television set with the iPod AV Cable. Just $19.

Related articles:
Apple in secret deal with Microsoft to hide Macintosh from world? – January 19, 2006
Why in Jobs’ name doesn’t Apple advertise the Macintosh? – October 27, 2005
More would switch from Windows to Mac if Apple advertised more effectively – September 04, 2005
Forrester analysts: Apple should advertise Mac OS X Tiger on television and in movie theaters – April 29, 2005
Mac fans line up for new operating system as passberby asks ‘what is a tiger?’ – April 29, 2005
Apple posts QuickTime movies of Mac OS X Tiger features in action – April 13, 2005
Why doesn’t Apple advertise Mac OS X on TV? – April 12, 2005
Why doesn’t Apple show its patented Mac OS X ‘Genie Effect’ in TV ads? – October 07, 2004
Top Ten things Apple needs to show the world about Macintosh – July 30, 2003


  1. “Imagine $100 million worth of Mac advertising.”

    Wouldn’t go far enough. Apple’s strategy is the often more effective one in branding — what’s called a “long-term play”. So far, they seem to have gotten it correct.

    Only time will tell if it’s going to bear significant ‘fruit’.

  2. Apple is clueless on advertising. Loft crowd and punk hip hopper ads ran here a there. That’s great advertising. Give me a break!! Screen shots of iphoto doing moves, drag and drop action of anything Sell the OS and programs !! Get people curious. Apple totally clueless!! They get a C- on advertising.

  3. PS : C’mon, you all should know that proverbial advertising sh|† hits fan when all Macs are Intelled and OS 10.5 hits store shelves. (Plus Universal Binary Adobe CS3.) Not Before. Then Apple goes head to head with the DarkSide. We are in the middle of a transition right now. It’s not the time to go whole hog yet, as much as I/we wish Apple would go to the mattresses.

  4. Could it be that Apple doesn’t want to be the computer market leader? I know it sounds crazy to think that a company would not want to take the majority of the market share, but isn’t Apple’s recent success and appeal due to its coolness factor? The fact that not that many people “think different” and that by owning Apple’s hardware makes you superior? What if most people owned a Mac? It wouldn’t be as cool anymore. Sure, user productivity and satisfaction would overall improve but Apple would have lost its mystique. Isn’t it a safe way of ensuring that the company will live longer than other goliaths out there if they remain a minority and are always different than everyone else. And I don’t think, with its current philosophy at least, Apple would
    want to become that “everyone else”.

  5. Apple has poured WAY MORE than $100 million into it’s retail stores (easy math there). Can you imagine what the Apple Store in the Ginza district of Tokyo cost ALONE? I could retire 200 times over on what they paid for that piece of real estate (and I’m not even talking about the cost of bulding/remodeling the store, staffing, and stocking it!).

    Dell advertises A LOT – but what do you see? “Get X,Y, & Z for $xxx.xx!!!” That’s the entire extent of their advertising now. It’s hard to advertise a Mac in that way. I’m sure if Apple’s marketing team thought they had a killer commercial campaign they would do it. I dunno. I’m not on the inside so I can’t say what they are thinking, BUT, as I have stated before – I think the advertising budget is being used to build Apple stores.

  6. BigBoy: You Lame. You are NOT aware of all Apple’s ads so you assume they don’t advertise. You get a D+ for the day.

    © sez … ” I think the advertising budget is being used to build Apple stores.” You get an A+ for the day. <Your take> = Correct.

  7. That recent survey via MDN showed customers trusting Dell i.e. they were are ‘safe’ buy. Many people don’t want a fancy computer – they just don’t want to make a mistake. Apple is not currently seen as ‘safe’ by customers even though they are in reality. Apple need to advertise that they are a safe purchase and can be trusted.

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