For seven years, iPhone naming has ping-ponged between numbers and S’s.
Then, last year we got the iPhone SE, with a moniker that lives outside that naming scheme.
Combining the latest product rumors with what Apple has “trained” us to expect in naming, many expect the 2017 lineup to include an iPhone 7S, iPhone 7S Plus, iPhone 8 and iPhone SE.
Clever, Apple! Your master plan is working flawlessly!
Year after year, you ingeniously fed us those bad iPhone names, knowing that we’d come expect this level of complexity. Only then could you shock the daylights out of us with a stunningly simpler set of names that actually make sense.
[We now return you to reality.]
If you’re a regular here, you know my feeling about the whole “S” thing. It’s a perfect example of a company shooting itself in the marketing foot. More ▸
The who-are-we debate can rage for weeks or months before creative work can actually begin.
I had night-and-day experiences developing brand campaigns for Dell and Apple. At Dell, the strategy phase went on for months without reaching a decision. The process became so arduous, the process simply sputtered to a halt. More ▸
Like many, I have a habit of idealizing the “good old days” with Steve Jobs.
Keep in mind that I’m an ad guy. It’s incredibly rare that people like me get to work directly with the CEO, and even more rare that the CEO is so passionate about doing great work.
So when I look back, I tend to romanticize even the difficult times, even though I know darn well that the tense moments were … well, tense. Especially with Steve.
Need an example?
Return with me now to the thrilling days of yesteryear, as the color iMacs were about to be unveiled.
On this particular day, Steve had apparently been on a call with a guy named Wayne (I have no memory of him), and Wayne was having a problem finalizing photography to be used in Steve’s upcoming Macworld presentation.
Since I was responsible for the creative work at the ad agency, Steve tried to solve this problem in real-time by adding me to the call — but got my answering machine instead. No doubt this ticked him off even more.
When I got home that day, I got a classic Steve message. What I love about it is that it started so calmly, then steadily escalated into a fury. I didn’t save the recording, but at least I had the foresight to transcribe it. More ▸
I used to devote hours to feverishly writing up my annual Super Bowl ad review. And then, one day, the thrill was gone.
Between the lack of surprise (so many spots are released early now) and the general mediocrity, it became more chore than fun.
That said, I refuse to lose my Big Game spirit. So — how about a little story from Apple’s Super Bowl past?
What follows is the tale of HAL: Apple’s 1999 Super Bowl commercial starring the malevolent computer from Stanley Kubrick’s 2001: A Space Odyssey.
HAL became Apple’s first Super Bowl appearance since 1985, when the ill-conceived Lemmings commercial ran. That, as you know, was the follow-up to the previous year’s amazing 1984 commercial — arguably the greatest commercial of all time.
Read on if you’re interested in learning how ads were often born in Steve Jobs’s Apple. The process was not at all like what you find in most big companies today (including Apple). More ▸
Every election year, I am re-amazed by one of the more amazing things I learned in my advertising life.
That is, there is one set of rules for consumer ads and no set of rules for political ads.
Want to run a TV ad for your toilet cleanser? It will have to be cleared by the network’s “ethics and standards” group. No false or misleading claims allowed about your product or your competitor’s.
Want to run a TV commercial for your political candidate? No lawmen here, so have at it. Lies, half-truths and conspiracy theories are welcome.
While the networks act as a watchdog for consumer advertising, the Federal Trade Commission actually brings action against violators. They have a nice little set of punishments, including cease-and-desist orders, fines, frozen assets and compensation for those affected by fraud.
On their website, the FTC says,“The FTC looks especially closely at advertising claims that can affect consumers’ health or their pocketbooks.”
Hmm. It’s not like a presidential candidate can affect our health or pocketbook, right? More ▸
Steve Jobs didn’t judge people solely on the quality of their work. He also put a high value on time — and wasting time was an unforgivable sin.
I saw this more than once in our regular marketing meetings. Someone would confidently present their ideas, Steve would ponder for a moment, and then let it out: “That’s it? You could have done this one day after our last meeting. What have you been doing for the past two weeks?”
It would then fall upon the offending party to put up their best defense. I don’t remember that ever working.
Of course, it was entirely possible that this person had been slaving away every day, at great personal sacrifice. But if the work didn’t show time well spent, Steve’s fury was unleashed.
Fast forward to Apple’s recent product unveiling. More ▸
But hell, it really is amazing how some news organizations twist people’s words to maximize the clicks.
The latest example is a story now running on CNBC.
Two days ago, I posted an article here about Apple’s recent advertising, in which I praised the Bulbs spot as “one of the greatest ads in Apple history.”
But when CNBC wrote their article about my post, they gave it the headline:
Apple’s ‘Think Different’ ad creator says its new commercial uses ‘oldest trick in advertising book’
Yikes. Sounds like a bitter man slamming Apple — when in fact I’m happy guy dripping with admiration. Really.
I did describe Apple’s montage technique as “the oldest trick in the advertising book.” However, I made it clear that this is part of the ad’s genius. It employs a familiar technique to create something fresh and exciting — what I believe to be one of Apple’s all-time best.
To its credit, CNBC’s article includes my full explanation. To its discredit, my full explanation lives under that horribly misleading headline.
It’s not that I’m such a slow writer. (Well, maybe a little of that.) It’s because I’ve been patient and forgiving. I’ve tried to adapt, learn new tricks and think positive. But at some point I have to face the fact—
I will never love the Siri Remote for Apple TV.
In fact, I think it’s earned a place in the Apple Hall of Infamy, right alongside one of the company’s classic aberrations: the hockey puck mouse that shipped with the original iMac. More ▸
Who the heck do I think I am? I’m a creative director who’s had more than a few adventures in technology marketing, including branding, product naming and strategy. I have a long history with Apple and NeXT — where I took a blood oath to uphold the principles of simplicity.
Currently, I have talks scheduled in these places.
(Public events are indicated by live links.)
5 May: Montevideo, Uruguay
17 May: Mexico City, Mexico
23 May: Melbourne, Australia
31 May: Sydney, Australia
7 June: Bogota, Colombia
14 June: Tokyo, Japan
26 Sep: Malaga, Spain
9 Nov: Istanbul, Turkey
15 Nov: Carinthia, Austria