Apple has debuted two new 30-second iPhone TV ads on U.S. national networks (began airing yesterday, according to MacDailyNews readers) and also added them to their roster of iPhone ads featured on Apple.com.
All the Parts:
All These Years:
See the ads in higher quality and in various sizes here.
[Thanks to MacDailyNews Reader “Tom” for the heads up.]
MacDailyNews Take: We’re not so sure if broadcasting the ideas “can you really afford this?” and “you got along without it for years and you survived” are quite the marketing double whammy for iPhone that Apple desires. We understand the intent, but what the ads subtly imply could backfire. Two hints: never run these ads back-to-back and hire some new copywriters.
love Apple …. hate those two ads …
These ads suck. They’d be better off not showing them, especially “All these years”. Ugh!!!!
Arite…im officially board of the iPhone commercial music. LETS SEE SOME NEW ADs!!
How in the fsck do you get “board,” you moron?
It’s “bored,” you stupid fcsker.
eMax-try officially “bored”
I like the ad’s, it lets people know that much like the windows computers they use and now phones, that they really do settle for less and that they don’t have to.
Opening Excel files on an iPhone. Isn’t it a first ???
weird.
He must be “board” from educating himself/herself continuously. It is rather “hard” furthering ones education.
Wait a minute. It isn’t bor’d?
MDN word: what, as in What?
@eMAx
Agreed, let’s get some new music. Let’s rock!
I don’t agree with MDN’s take on the bad copywriting. iPhone is currently a must-have luxury item and it’s simply being marketed as such. The copy basically says, you’re behind the times–a caveman–if you don’t have one of these.
Wow! Those really suck.
Boring ads…. yawn.
“or the can you really afford this part”… showing Google $510 stock price…
Great ads. Can’t fail to catch the attention of everyone…
Wow! those two adverts are really condescending… If a was Apple… i’d hit the delete button right about now…
When they say can you really afford this part, they’re meaning the vacation they’re looking at on the web browser on the phone.
Not can you afford the phone or google stock.
“How in the fsck do you get “board,” you moron?
By lumbering along and not knowing the drill?
@Tired of Retards
How in the fsck do you get “board,” you moron?
Maybe he was really exicted…
MW = seven…as in seven inches of board…or seven minutes of boredom.
I didn’t care much for the “all these years” ad, but I thought the first one about vacation planning was effective in highlighting the usefulness of iPhone’s features.
And don’t hold your breath for that background music to change. Apple’s ad creatives have been very rigid in maintaining continuity across ads of all their recent campaigns. Right or wrong, they’ve apparently decided that this “elementary” style music conveys simplicity. The way I see is that Jobs really believes in the “computers for the rest of us” ideal. He really wants to stay away from geek/tech side of the equation and focus on the benefits rather than the features. Soft and secure, versus edgy and challenging.
The ads are effective. Clearly half of the people that don’t already own an iPhone want one. Both men and women want to talk about it when they see mine; there is tremendous recognition of the product out their, and that doesn’t happen by accident.
When they say can you really afford this part, they’re meaning the vacation they’re looking at on the web browser on the phone.
Not can you afford the phone or google stock.
I agree, that is clearly what they are talking about. As for the “All These Years” ad, they do say that “you got along without it for years and you survived”, but then the voice says “how?”. I don’t see the issue here. I think they are good ads.
MW = some…as in some people don’t pay attention.
Those ads suck, im gettin the flock out of here
The ads are fine in my opinion, but Apple and AT&T need to do some work in other departments. I love my iPhone. It’s perfect for the things I need it for (Safari, iPod, iCal, Text Messaging and Calls), but after about one month of using it, and getting about 100 comments on it at airports, meetings, etc., here’s the most common things I’ve heard from potential buyers:
1) Too expensive. Completely out of the relm of reason for them to buy it. $299 and they might do it. There’s a big battle that must be slowly won through education here, but most consumers are used to getting cell phones for free, regardless of what it does.
2) iPhone needs Exchange for Mail. No mattter what.
3) Please, please fix the audio on the phone. Everyone says I’m shouting at the top of my lungs even when I turn the volume way down.
Other than that, Apple has a huge hit. Everyone – and I mean everyone – comments on it. And I rarely take it out of my bag. The second I do it’s like a brush fire. As much as nobody wants to admit it at Cupertino, $499 plus a monthly fee is not feasible for a vast majority of people. Corporations will have no problem with the present pricing, but consumers aren’t as rich as Apple thinks they are. I’m sure Apple has gotten feedback on this, so I hope they’re listening.
I liked them. The “afford” part refers to the vacation and not the phone…too subtle apparently.
The ads show folks “using” the phone…isn’t this what many have been whining about for years…that Apple never shows people using the products? Well, there ya go.
When people hear that music, they immediately think “iPhone.” At least I do. I can be a mile away from a television but hear the tune and my ears perk up.
I think that’s so cool. How many cell phones do you know of with official theme music? A simple string of notes that tells you of its presence? They should make it one of the ringtones so you can drive iPhone/Apple haters crazy with it at anytime, any place.
I say keep the music but change the format up a bit.