iPad


23
Jan 14

Apple takes the lofty route for iPad

There are a thousand ways Apple could have gone in creating a new iPad campaign.

Humor? Nope. Intelligent wit? Uh-uh. Technology superiority? No thanks. Philosophy? Bingo!

With the 90-second Verses commercial above (now officially a campaign with two new 30-second cut-downs, Light Verse and Sound Verse), Apple is taking the high road. We get the 1989 Robin Williams quoting Walt Whitman from Dead Poets Society.

Though the spot seemed unexpected for many, Apple has been making noises in this direction for some time now. 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 →


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 →


11
Jun 13

Schiller’s zinger: Apple’s rallying cry

“Can’t innovate anymore, my ass.”

Phil Schiller’s one-liner in yesterday’s WWDC keynote just may be one of the best in Apple history.

People may forget what drives Apple, but Apple does not. Back in the dark days, before Steve Jobs returned, the company really had become mediocre.

The success of iMac proved that Apple wasn’t dead yet. From that point on, a series of successes put Apple into the black and removed all the question marks surrounding its viability.

The kinds of products that were fueling Apple’s rise — iMac, iBook, AirPort, etc. — made one thing abundantly clear. Apple would continue to grow as long as it continued to innovate.

Schiller’s zinger was the 2013 affirmation of this belief. It was spirited and confident. Continue reading →


13
Mar 13

Apple vs. everyone: battle of the tablet ads

Whatever happened to the good old days, when iPad was the only choice in town?

Unfortunately for Apple, those days are now long gone. There’s no resting on past glories. For those comparing tablets today, it hardly matters who invented what. What’s important is what they see today — and it starts with the ads.

Let’s see how the ad competition is shaping up.

Apple has always spawned passionate reactions to its advertising, pro and con. But these days, it seems that the natives are restless. Continue reading →


25
Feb 13

Apple battling where it used to crush

No one denies that Apple has been more successful than any other technology company on earth.

How that happened shouldn’t be a matter of debate, but we can always count on human nature to muddy the waters. Some Apple detractors put forth the theory that it’s not the technology; it’s all in the marketing.

Reasonably intelligent people can’t possibly believe that. However, there is one bit of truth to it. That is, Apple has always been amazingly good at marketing. It’s been the gold standard in marketing as long as most of us can remember.

No matter what brand I’m working with, technology or otherwise, it’s astounding how many times I hear marketing people cite the Apple example to make a point. Apple’s advertising history is as famous as its products.

But something’s changed. Continue reading →


21
Dec 12

Microsoft goes for the gimmick

Back in the days of NeXT, Steve Jobs taught me a lesson in technology advertising. As you might expect, it wasn’t very complicated. It went like this:

“Be important.”

At that point in time, Steve had a particular need for importance. Sales of the NeXT Computer weren’t exactly on fire. The company was struggling to survive.

Steve wanted the world to believe that NeXT was a relevant force with a message that deserved notice. He had no interest in an ad that was cute or inconsequential. He wouldn’t pin his hopes on a marketing gimmick.

I can’t help but think of Steve’s direction when I see Microsoft’s advertising for its Surface tablet.

“Important” it is not. Continue reading →


24
Oct 12

Reflecting on the iPad mini event

I’m still calling this the iPad mini event. But that’s only because it sounds much simpler than the MacBook Pro/iMac/iPad mini event. That was quite a boatload of technology.

Some observations:

Tim Cook. I thought he was much improved yesterday — compared to his performance at the iPhone 5 event, where he seemed overly coached and eager to hurl those adjectives.

The even-newer iPad. Surprise. The 4th generation comes only seven months after the 3rd generation. Never seen that before. Of course an update was necessary, if only to add the Lightning connector. Apple couldn’t very well be selling millions of iPads for the holidays sporting a connector that has no future.

The next new iPad? Taking iPad off its regular spring update schedule is a smart marketing move. By moving to a fall update schedule, Apple will enter every holiday season with a brand-new iPad. That’ll throw a bit more fuel on the flame. Continue reading →


23
Jul 12

Maybe Sculley wasn’t so $#@ after all?

Quick. When you hear the name John Sculley, what comes to mind?

Conspirator? Failed CEO? Uh, visionary?

As we all know, Sculley’s attempts to fill Steve’s visionary shoes didn’t quite pan out. Newton was a good idea, lacking only in the technology that would make it work well. (Though it did provide excellent fodder for the late-night comics).

Sculley’s most revolutionary idea was the Knowledge Navigator. Unfortunately, this wasn’t a product — it was just a video. It was his vision of Apple’s computing future. Continue reading →


26
Jun 12

The joy of demo crashes

In a world where competition is often seen as combat, there’s nothing more delightful than watching the other guy squirm.

This video is a good example. Microsoft Windows president Steve Sinofsky’s mid-demo crash of the Surface tablet during the “big unveil” last week now has garnered 3 million views in a week. That’s over three times as many hits as the presentation itself — and over twice as many as Steve Jobs’ iPad 2 presentation has accumulated in over a year.

Good moments just don’t attract a crowd like good moments gone bad. But then Sinofsky added to the allure with his own little bit of performance art. Note how he does a little bunny-hop to the back of the stage to pick up a backup unit — almost as if no one would notice. Continue reading →