Apple’s recent commercials have not been received well by many.
The recent release of new Apple Genius commercials has many wondering exactly what is going on down in Cupertino. Previous Apple commercials for years would cause one to really think as they were always thought provoking. Going back to the famous 1984 commercial which I recently watched, Apple has had a long run of really great commercials. Each of them would get their point across in a very intelligent manner to the audience. The Apple versus Windows commercials were fun and enjoyable to watch. And all them were able to get their point across without resorting to child like advertising. This was the Steve Jobs way of communicating the message to the masses.
But the recent commercials centered around Apple Genius almost seem child like in there presentation. All of this never would have been done while Steve Jobs was in charge of the company. The message does show that the people who are considered to be true Apple Genius’ really do come through and answer all questions related to Apple products. But the representation of average people as being inept and helpless has been seen by many to be almost insulting. In some reports, Apple has received a “D” for the new ads. And rightly so.
Even some who were involved in previous Apple ad campaigns are not pleased with these recent ones. Apple has always held people with some respect in their commercials, but these new ads seem to treat average people as being almost dumb and inept. Is that really the message that Apple wants to be sending with these ads?
“In past ads, Apple has shown “ordinary people doing extraordinary things,” simply because Apple products are so easy to use. Now we have thick people who want to be better, but need a Genius to help. Not exactly flattering.
Apple has always shown the intelligent side of their users even while indicating that there is always something more to learn about their products. With some of these ads, they are showing people on the edge of being dumb. The airline video of someone having to put something together before the plan lands is just plain crazy. And making these bad ads even worse is the fact that they have been shown during the Olympics of all places. A huge audience to test market a new concept. For me, that concept has failed them horribly. And many have the same response to what Apple has put forth.
How do you feel about the new Apple Genius commercials?