apple news


3
Jul 14

Analyzing Apple ads to death

Who’s the villain? Apple, its agency … or the company that’s scoring them?

 

Oh look. The latest ads from Apple — the ones created by Apple itself — haven’t scored as well as those created previously by its longtime agency.

I know it’s true, because I read it on the Internet.

These news stories are all based on a single report from Ace Metrix, which bills itself as “the new standard in television and video analytics.”

Please, say it ain’t so.

First, be aware that what appears to be a news story is actually a marketing pitch. It’s the same technique used by assorted computer security companies to drum up new business, which we’ve seen many times before.

They release a report with a sensational headline (New Virus Blows Up Mac Security Myth!), watch the news organizations eat it up, then happily field inquiries from clients impressed with their skills.

Ace Metrix sells marketing analytics software and competitive comparisons. Their findings generate stories, which at the same time generate PR for Ace. An excellent way to build “the new standard” in analytics.

But what exactly is the “Ace Score” of which they speak? If you have the stomach, read on. Continue reading →


18
Jun 14

Apple’s marketing rethink: not exactly a surprise

We all know that things are different in the post-Steve Apple.

However, there’s something about the current move to build an in-house marketing agency that’s really, really different.

Unlike previous changes, this one isn’t driven by Tim Cook.

It comes from a new place, deeper inside the company — from those who long played a part in Steve Jobs’ marketing machine.

The industry and the press seem to be surprised by this development. To many others, it’s a wonder it didn’t happen sooner.

A little background to start with…

THE BENEVOLENT DICTATOR

Though Steve encouraged debate, his dictator side made it clear that some things were not debatable. One of those things was the way Apple handled its marketing.

He set up two distinct areas of responsibility. Continue reading →


8
Apr 14

Apple’s little advertising crisis

Phil – and his email – get their day in court

Corporate legal dramas often serve as a reminder to one of the new cardinal rules of business:

Watch what you say in email.

I suspect there are a few people at Apple and its ad agency TBWA\Chiat\Day who wish they could take their messages back, now that Samsung’s lawyers have introduced them as evidence.

One email from Phil Schiller to Tim Cook says that Apple “may need to start a search for a new agency … we are not getting what we need from [Chiat] and haven’t been for a while.”

Tim’s reply: “If we need to do this, we should get going.”

Yikes.

This all happened in 2013, so who knows if it’s blown over by now. But given Steve Jobs’ long-running relationship with Chiat, this potentially represents a huge break from the past.

A little perspective is in order. Continue reading →


27
Jan 14

The Mac birthday video should inspire everyone: including Apple

Apple’s new-product videos have become as famous as its devices. But not necessarily in a good way.

Let’s just say they’re a bit predictable.

You know the routine: Jony Ive and assorted Apple leaders appear on a white background, gushing over the product to someone off-camera, with occasional cutaways to beauty shots and explanatory graphics.

The format has been repeated so often, it’s become the standard for parody videos by pros and amateurs alike. Imitation may be the sincerest form of flattery, but the flattery part ran its course after the first five years.

So it was with great joy that I watched Apple’s latest product video — which is actually an old-product video.

The Mac 30th Birthday piece is all about a computer, but the story isn’t told by Apple people. We hear it from those who have used a Mac to have impact in this world — each speaking from a different perspective.

There isn’t a white background in sight. The speakers appear in their natural habitats, which are colorful and interesting. The music is really good. There’s energy in the edit. It feels honest and authentic. Continue reading →


20
Nov 13

Apple & the art of blowing things up

Many cool things appeared at Apple’s most recent product unveiling: new iPads, Mac Pro, OS X Mavericks and more.

But then a number of things disappeared as well — like a long list of features in the iWork apps.

Depending on one’s willingness to drink the juice, reactions ranged from mild annoyance to utter disbelief. It was either an unavoidable step toward a better future or an unforgivable slap in the face.

But — if you squint your eyes a bit, you’ll actually see this development as one more reason to feel good about Apple.

Good grief Ken. Could you possibly be more of an apologist fanboy?

I knew you’d say that. Especially since I myself couldn’t resist grousing about the missing features in Pages just a couple of weeks ago. Continue reading →


28
Oct 13

Apple event: the week-after report

Rush to judgment? Nah. Not here. A week after Apple’s latest product unveiling, I’ve had time to let it stew.

I’ve also had time to play with the various bits of new software. Here are some random reactions to all of it:

Naysayers
Disaster! Apple didn’t revolutionize anything. True, but let us note that historically, Apple’s astronomical success has come from three places: its ability to revolutionize, its ability to improve upon the revolutions, and its ability to out-market its competitors. At this event, we got two out of three.

Opening video
As Tim Cook noted, this was a repeat from this summer’s WWDC. “It does such an incredible job talking about our values,” said he. While many love this video, I’m not a fan of it. To quote from Game of Thrones, “If you have to say you’re the king, you’re not a true king.” Apple has in the past communicated its values more clearly than any other company — simply by producing great products and great ads.

Craig Federighi
Damn, he’s good. Everyone at Apple is smart, but being likable is a very different matter. Of all the presenters, Craig wins in this measure hands-down. Did you notice that when Tim yielded the stage to Craig, the superlative count dropped precipitously? While Tim incessantly pounds words like “amazing” and “incredible,” Craig cuts way back. As they say in the speaking biz, he’s a natural. Continue reading →


22
Oct 13

Apple’s evil plot to invade our privacy

Last week a company named QuarksLab made news with its revelation that iMessage isn’t as secure as Apple claims.

It claims that although iMessage features “end-to-end encryption,” it is technically feasible for Apple to view messages if it ever wanted to.

Of course, this story radiated across the internet as quickly as any Apple-damaging story would. To the point where NBC News decided it was legitimate news.

Shocker: this isn’t a story at all. Continue reading →


9
Sep 13

CNN plays the “Apple is failing” card again

Apparently, there isn’t much real news left in the world.

Why else would CNN present an ill-reasoned opinion piece as a front-page news story?

Oh, right. Because another “Apple is in serious trouble” story is always good for a few clicks.

With the scent of CNN’s recent Apple-doubting articles still in the air, this link was listed among the news headlines yesterday: Apple’s innovation problem is real.

Unfortunately, the only reality one can take from this article is that two writers can write a more vapid article than one. Continue reading →


3
Sep 13

Decoding Apple press invitations

Those sly foxes … hiding colors inside circles like that …

Sometimes the level of scrutiny aimed at Apple by analysts, experts, bloggers and journalists has to make you laugh.

In recent years, some of the bigger laughs have come from the “clues” that people read into the invitations Apple sends out for its announcement events. Every word, shape and color has meaning to someone. I’m pretty sure there are clues hidden in the punctuation as well.

An oldie: those darn clues are hidden all over the joint

It’s even funnier that just a few hours after today’s announcement, following months of speculation about multiple color iPhones, the observers haven’t seen fit to call out the sledgehammer-like clues confirming the rumor — namely, multiple color circles and the word “bright.”

Could it be that it’s all just too obvious to mention? Perhaps. But that’s never stopped anyone before. Continue reading →


29
Jul 13

CNN’s Apple sensationalism

Actually, CNN’s objectivity appears to be headed in the wrong direction

Sensationalism is hardly anything new in the news biz. Death, destruction and scandal have always been good draws.

But there’s a big difference between reporting about sensational things and misrepresenting facts for the purpose of sensationalizing.

At the very least, you’d think that when it comes to business news, a major news organization would go out of its way to be objective. Yet CNN seems unable to resist jumping on the “Apple is doomed” bandwagon.

Recently, it featured a poorly-written Apple-bashing Mashable article on its front page along with the real news.

Last week it descended even further. Continue reading →