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Friday, 18 March 2011 11:45

Apple's advertising team loses the plot

Written by Nick Farell

"Yup, if you don't have an iPhone, well, you don't have an iPhone."
Apple was once famous for its advertising. Its 1984 advert showed the dangers of Microsoft's big brother attitude to its customers and the dangers of being locked into to a walled garden controlled by a dictatorial messianic figure... oh.

Well anyway people believed it at the time and Apple was established as the computer of the creative people who wanted to use technology to free themselves. However not it seems that Apple has got so complacent about its iPhone dominance that it can't be bothered even trying anymore.

Apple has posted three new iPhone ads to their website and YouTube channel. The new ads start off with the phrase "If you don't have an iPhone" and demonstrate some specific features found on the iPhone.

Ok fair enough. But each advert ends with the phrase "Yup, if you don't have an iPhone, well, you don't have an iPhone." What does that mean? It is a bit like saying “if you don't have herpes, well you don't have herpes”. It says nothing about why you would want to sign up your life to such a useless piece of software such as iTunes, nor does it explain why it is a good idea to have a phone that drops connections because of design fault. Neither does it explain why the iPhone 4 case cracks and is easily scratched.

"Yup, if you don't have an iPhone, well, you don't have an iPhone” is stating the obvious. It means that you have common sense and don't waste your money on a company that is so smug and arrogant it can't be bothered making decent adverts any more.

Nick Farell

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-27 #1 pistyman 2011-03-18 12:14
I don't like using iPhones very much either but when you write it like this and call it news it lowers your credibility. Fudzilla is an excellent site but i'm getting so sick of reading articles about how poor the iphone is for the past year.
-27 #2 angah_krl 2011-03-18 12:22
but apple products are fantastic
+33 #3 dicobalt 2011-03-18 12:27
I don't like any phones. That's why I use a cheap prepaid phone for calls and a netbook running a full fledged copy of a real operating system and software for everything else.
+45 #4 Bors Mistral 2011-03-18 13:20
Quoting angah_krl:
but apple products are fantastic

You forgot "and magical"...
+31 #5 ghelyar 2011-03-18 13:36
You seem to have forgotten that Apple's target audience are fools, as in "a fool and his money are easily parted."

When you have such hardcore fanboys that you can sell them a phone that doesn't work as a phone, you don't really have to try.

It should probably say "If you don't have an iPhone, well, you're probably too smart for any marketing bull we could think of". Apple's marketing has always said things like a mac isn't a pc (it is), an iPod isnt an mp3 player (it is), etc. Smart people ignore the adverts and buy based on their own judgement.
+15 #6 SlickR 2011-03-18 14:36
I like how the article is written!
+32 #7 yourma2000 2011-03-18 14:47
If I don't have an iPhone, I'm £500 better off.
-16 #8 Naterm 2011-03-18 15:00
Never mention the locked down Android ecosystem, do you Farrell? Do you have to wait on a carrier to get an iOS update?

The Galaxy S phones still haven't even been updated to 2.2 the last time I checked. Before anyone starts bitching that you can root them, don't. The point is you shouldn't have to. You should be able to get an OS update for your phone as soon as it's available. You know, like Apple does.
+12 #9 pchacker 2011-03-19 00:09
Lol apple dont even need to try anymore and people still buy buy buy. They could advertise the iscrub to clean your toilet and all the apple fans would line up across the street to get one.
+9 #10 spineless 2011-03-19 01:03
"Its 1984 advert showed the dangers of Microsoft's big brother attitude..."

Do you even know what you are talking about? The 1984 commercial was not about Microsoft, it was about IBM.

Get a clue...

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