Posts Tagged: iPhone X


3
Oct 17

Stretching the truth with iPhone X

 

Since the dawn of time, advertisers have stretched, exaggerated and mutilated the truth to get consumers’ attention.

Hey, that’s life. It’s also why advertising is a consistent bottom-dweller in every “most respected profession” survey.

But there is hope for mankind.

Some companies have a refreshingly strong sense of advertising ethics. They believe that their products are so good, an honest portrayal is the most effective advertising tool.

Apple has always been one of those companies. That’s one reason I was so attracted to it when I was a baby copywriter.

Apple advertising was always creative and fun, but it was also intelligent and accurate. That’s what made it the industry’s “gold standard” for marketing.

That’s why it makes me nervous when I see today’s Apple playing loose with words and images to sell a product.

Case in point: the “all-screen” iPhone X. Continue reading →


14
Sep 17

Apple and the common sense factor

We all know that Apple rose from the dead because Steve Jobs had a unique mix of talents.

He had vision, he understood human behavior, he loved design and he was a gifted conductor of a complex orchestra.

My experience with him makes me want to add one more trait to that mix. That is—he relentlessly acted on common sense.

Trust me, this is more rare than it sounds. Working with other iconic companies, I too often saw common sense take a back seat to cost, timetables and opinions. The result was always something less than our original vision.

When I look at today’s Apple, I still see the company I love. I still see products that are beautifully thought-out. I still see the love of design.

But common sense? I worry. Continue reading →