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

“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.

Related articles:
Apple’s ‘Mac Genius’ ads disappear from Olympic TV broadcasts – as planned – August 7, 2012
Apple’s new Mac Genius ads preach to new customers, not the choir – August 1, 2012
Ken Segall: Apple’s new Mac ads are causing a widespread gagging response – July 31, 2012
Apple debuts three new Mac ads: ‘Basically,’ ‘Labor Day,’ and ‘Mayday’ (with video) – July 29, 2012

59 Comments

      1. 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…

    1. 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.

      1. 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.

  1. 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.

      1. 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.

    1. 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.

    1. 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.

      1. 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.

  2. 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.

  3. 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.

    1. 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.

    1. 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).

    2. 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”.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.