“In 11 days, Apple’s Macintosh computer will turn 30 years old. That machine was introduced with a 60-second TV ad that is among the most iconic commercials of all time,” Mark Rogowsky writes for Forbes. “Yesterday, the company debuted a new spot for its flagship tablet, the iPad Air.”
“The ad isn’t as out there as the famous ‘1984’ one, but it continues a strategic ‘reorienting’ Apple began executing last June: The company wants to show off why people love and use its products,” Rogowsky writes. “They may be metal, glass and silicon, but what you’re buying is experience. It couldn’t be more removed from most everything the competition is doing.”
“A commercial for a new tablet using dialog from a 25-year-old movie, delivered by a 62-year-old actor, quoting from a 114-year-old poem? Are they crazy?” Rogowsky writes. “Apple would likely take that as a compliment… The spirit of Jobs’ Apple remains alive and well under the leadership of CEO Tim Cook, who came to the company a year after Apple told the world to start thinking different. While it occasionally loses the spirit of that message, highlighting things like the colorful plastic or metallic gold of its new iPhones, there clearly has been a return to that kind of marketing since at least last June. That month, at the company’s Worldwide Developers Conference, it unveiled ‘Designed by Apple in California’ [Designed By Apple – Intention].”
Read more in the full article here.
MacDailyNews Take: As we wrote about the new iPad Air spot yesterday, “As with Whitman’s work, so goes Apple’s: Passionate, intuitive, affecting, and lasting.”
Here’s “Designed By Apple – Intention” for reference:
Apple debuts new iPad Air ‘Your Verse Anthem’ TV ad (with video) – January 12, 2014
New Apple video describes what goes into creating each Apple product (with video) – June 11, 2013