Apple posts two new iPhone ads (with video)

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.

38 Comments

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. I agree that an iPhone at a lower price would be nice. I *really* want one, but can’t *really* justify the $599 price tag (of course I want the 8 Gig version). But at the same time, there is no way that Apple can lower the price in the short term. How would all those people feel that just bought theirs at full price? The only way Apple will lower the price is when/if they change the iPhone line-up (new model(s), new/updated features/spec’s).

  7. The music has become a logo (jingle), that’s fine. The ads, on the other hand, suck terribly. For one, the Market is crashing. No need to remind everyone by lying to them. The finger movements have been speeded up, which looks like another lie to me. And to ask me how I got along before this device?? PUH LEASE. Makes you wanna go “Fark you, Apple, I got along just fine, thank you.”

    WORST
    ADS
    EVER

    Apple needs ***to pull these ads now***

  8. …and while I’m at it:

    WHY DOESN’T APPLE ADVERTISE THE FARKING iMAC NOW.

    Sheesh, the timing is perfect – an idiot can see that. Who have Apple hired to do their ad campaigns? Are these the same guys that rocked the iPod ads, and came up with the brilliant Mac vs PC ads? Because they sure seem like they got their heads up their asses right now.

  9. Funny how for years people slammed Apple’s ads for not showing Mac OS X and what the computers can do. So now they finally bring those types of ads for the iPhone, and people still aren’t happy.

    These ads are awesome simply because they show off what the phone can do and how in under 30 seconds. Not every ad can be a rockin’ iPod or touchy-feely “Think Different” ad.

    To someone who doesn’t know much about the iPhone, these ads communicate very effectively.

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