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Gross Apple Marketing

jonathanbuys.com

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Re: Gross Apple Marketing

#111

Post by makeitdouble »

CubsFan1060 wrote: post #30
Apreche wrote: post #10

I was already bothered by the Apple Watch marketing. The messaging there is total fear. Buy an Apple Watch or literally die. Also, get them for your children or they will die too. The messaging that AI is for lying is another big yikes. Apple marketing department has lost the magic.

As someone whose watch called 911 for me when I was in an accident, and who got a call when my mother fell, fear or not there are real, tangible benefits that probably can't be overstated.

They could go the same way some insurances do it, with a very positive imagery through and through and only ever indirectly implying the "or else"

Re: Gross Apple Marketing

#112

Post by dagmx »

bee_rider wrote: post #85
dagmx wrote: post #51

This article is a prime example of why tech literate people aren’t inherently strong marketers for tech. What does the Ubuntu ad say to the user? How does it capture someone’s attention? None of the ad tells me why this is something worth paying attention to versus other distros or OSs, it doesn’t even tell me it’s about the OS at all unless I already know what Ubuntu is. Contrast with the Apple ads that tell you exa…

I remember iPods being advertised as, like, very cool. Remember all the ads with, like, the silhouettes dancing on colorful backgrounds? I can see thinking these ads were a bit over the top and silly, like a corporate ad exec’s idea of what is cool, but they definitely intended to be cool. The people in these new ads are lame and clearly Apple intends to portray them as lame.

Apple have a range of ads to appeal to a range of people.

Even back then they had the Mac vs PC or a variety of other ads too that weren’t “cool” but were funny. Tongue in cheek ads have been in their DNA since forever.

Take for example the new Mac mini ad which is cute

https://youtu.be/JjpGvjy0Gxk?si=Gk1cU80FiJX2KYbC

Or just scrolling through their YouTube channel now to find a few over the years

Find your Friends https://youtu.be/yk6UVnMn9ts?si=UIqblUwbbONPFyRR

The Greatest https://youtu.be/8sX9IEHWRJ8?si=NhRVcMZyOlU7-PfC

HomePod ( probably my favorite of the bunch. Directed by Spike Jonze, starring FKA Twigs. Imho one of the best ads they’ve done) https://youtu.be/k70OczvX45k?si=4cKP63L4UwdP1vaW

AirPod pros https://youtu.be/DpcXUXtZ4CU?si=AqWofXEOu7ejTCA0

One could argue that they’ve not had anything as iconic as the silhouette commercial. I’d agree with that, but I disagree with the position that their ads today don’t show cool people or that ads back then didn’t show “lame” people.

Re: Gross Apple Marketing

#113

Post by moooo99 »

_fat_santa wrote: post #80
Apreche wrote: post #10

I was already bothered by the Apple Watch marketing. The messaging there is total fear. Buy an Apple Watch or literally die. Also, get them for your children or they will die too. The messaging that AI is for lying is another big yikes. Apple marketing department has lost the magic.

To be fair, since the Apple Watch introduced heart rate monitoring and other "medical" features, there have been numerous reported cases of it saving a persons life, from detecting heart conditions to detecting falls.

Yeah that is true, but also not sufficient data to indicate that the Apple Watch actually net saves lives.

On the other side of the coin of more widespread and continuous monitoring is always the concerns of increasing false positives

Re: Gross Apple Marketing

#114

Post by B56b »

briandear wrote: post #81
jfoster wrote: post #69

Earlier quoted context omitted.

No way! There are definitely legitimate use-cases for all of the features demoed in these ads, but Apple's marketing took a darker path. Email to boss: could've been someone who had a genuine struggle with language using it to finally get their boss to notice the effort they put into their work. Remembering a name: could've used it to get the name and left it at them being impressed rather than making it a lie. Summa…

Ernest Hemingway once said, “I’m sorry for the long letter, I didn’t have time for a shorter one.” With Apple Intelligence, now you do.

That's a Blaise Pascal quote actually.

Re: Gross Apple Marketing

#115

Post by consf »

CharlieDigital wrote: post #61

I work at a startup in the AI space. We've been working with it for over a year now and I'm of the mind that AI, in it's current state, really isn't a tool meant for an end user to interact with. It feels like it's the most useful when it's transparent and you -- as an end user -- don't know that there's an LLM in the process. The best use cases seem to be those that don't require an end consumer to directly interact…

I think a good marketing move is showcasing the seamlessness of artificial intelligence. For some reason, AI is being stigmatized

Re: Gross Apple Marketing

#116

Post by pmontra »

jawilson2 wrote: post #13
tw04 wrote: post #2

I’m not sure if the author noticed, but the intent of the commercials is to be humorous. If the image of a middle aged man writing an email like he’s in middle school didn’t tip the author off, I’m not sure what will.

It's like the Google Pixel ads showing how you can take a picture, and change all of the scenery with AI. Nothing is real, and you can't trust anything you see or hear. I would be pretty disappointed in my wife if she A) forgot my birthday, and B) spent 10 seconds putting together a photo collage using AI. I would expect her to feel the same. Personal and financial circumstances aside, it IS the thought that counts,…

On the other side it's a good thing that there are ads teaching people that they can't trust anything they receive on their phone, because we can really receive fake images, videos, conversations.

Re: Gross Apple Marketing

#117

Post by addicted »

stackghost wrote: post #96
BugsJustFindMe wrote: post #65

Earlier quoted context omitted.

> As compared to the "schlub writes an email" video, which was compelling, funny OP is right, though. What you're calling "compelling" and "funny" seems very much also like messages telling you to that it's ok to lie to everyone around you including your family and friends. That's not a funny message to me. It's an appalling one.

Absolutely nobody is going to see these ads and to "Ah, well, now that I have seen this ad I will start lying". That person is already lying about stuff. We've all done it. I think the real indictment against Apple (and AI more broadly) is that this is the best use case for their supposedly revolutionary technology that they could come up with.

> Absolutely nobody is going to see these ads and to "Ah, well, now that I have seen this ad I will start lying".

I don’t think anyone is claiming these ads will get people to start lying. The claim is that lying to your loved ones is good and makes you smart is indeed the message these ads are sending.

People do lie. But they don’t usually feel good about it. These ads send the message that not only is that good, but Apple Intelligence will make you even better at lying.

It’s just a bad message.

Re: Gross Apple Marketing

#118

Post by consf »

exitb wrote: post #83
CharlieDigital wrote: post #61

I work at a startup in the AI space. We've been working with it for over a year now and I'm of the mind that AI, in it's current state, really isn't a tool meant for an end user to interact with. It feels like it's the most useful when it's transparent and you -- as an end user -- don't know that there's an LLM in the process. The best use cases seem to be those that don't require an end consumer to directly interact…

But it seems like Apple could make "fetch" happen in the past. Their ads were very aspirational, almost like you could become an Olympian if you just owned a Macintosh. These ads though, they're not about "you can do more". They're about "you can care less".

[dead]

Re: Gross Apple Marketing

#119

Post by tr3ntg »

The really funny thing about the "lies about birthday present" one is that the wife asks the AI to make a Woodworking Memory Video, and while they're watching it, it looks like a beach vacation photo is included in the mix.

For a second I forgot where I was, and thought she'd be found out, then remembered it's an ad, and everyone is impressed.

Maybe the image is actually related to the woodworking? But I couldn't help but think, "that's about right - a random, ill-fitting photo"

Re: Gross Apple Marketing

#120

Post by briandear »

bigstrat2003 wrote: post #54
longtimelistnr wrote: post #9

I think people still aren't accepting that Steve Jobs era marketing and product development left with the man. Apple is fundamentally different and is never going back.

Marketing yes, product development no. Jobs was a salesman, not an engineer or designer. He didn't contribute to the product of Apple despite his reputation for doing so.

Ridiculous. I worked at Apple and if you have the correct permissions, you can see old Radars that Steve himself wrote and also the comments on them. He was profoundly insightful and absolutely drove product development. An absolute myth that he was just a “salesman.”

Many people who comment on Apple have never actually worked there and they think some curated history book tells the real story.

Go have a conversation with Eddie Cue or Craig Federighi about Steve. Or even Jony Ive. Perhaps talk to some of the original Lisa and Mac teams.

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