Ah, relief. After a number of commercials all dedicated to the iPhone 5c, we finally have one for the iPhone 5s.
Some sites, such as The Verge, suggest that this shift might reflect reports that the iPhone 5c is not selling well and the iPhone 5s is a runaway hit.
However, that doesn’t exactly pass the common sense test.
If one of your two products needs a jumpstart, you beef up the advertising for it — not shift to a product you can’t keep in stock. I suspect the reason is much simpler: Apple has a new line of iPhones and wants to sell a bunch of them.
But forget marketing theory for the moment. What do we think of the ad?
Well, if you’re of the mind that Apple has become formulaic with its ads, there’s nothing here to dissuade you. Even by its title, iPhone 5s’s Metal Mastered (above) is a perfect replica of iPhone 5c’s Plastic Perfected.
Now we have molten gold morphing into an iPhone instead of melted plastic morphing into an iPhone.
I’m actually surprised that the first iPhone 5s commercial, like the iPhone 5c commercials, is all about color.
But wait, you say. This spot isn’t just about color. It’s also about Touch ID. We see the new Home button falling into place, and the phone springing to life when that button is touched by a human finger.
Well, if you see Touch ID in that demo, you’re already aware of it. To the uninitiated, it simply looks like a finger starting up a phone by pressing the Home button. Just like always. Few will notice that the slider step is missing.
Obviously, gold is very, very hot. Apple has done a super-smart thing by adding it to the lineup. It’s just that at the end of the day, gold alone isn’t much of a reason to buy an iPhone over the Samsung Galaxy S4 — especially when so many are worrying about Apple’s ability to innovate.
Advertising is not an either/or proposition. A perfectly simple iPhone 5s ad could feature a clever demonstration of Touch ID using using a beautifully shot gold iPhone 5s. A double-dose of lust-inducing revelations.
The iPhone 5c is all about color. And rightfully so, since technology-wise it contains nothing very new. Its attractiveness as a consumer product is derived exclusively from color — plus it has a lower price to boot.
iPhone 5s is about so much more. It lays claim to serious innovation — plus it’s also available in gold.
That’s the real order of priority in iPhone 5s messaging, and no doubt this will become clear in the ads we see in the coming months.
But hey, if Microsoft can start its Surface revolution with some dancing and clicking, surely we can start celebrating iPhone 5s with a celebration of gold.