Somewhere in an alternate universe, Tim Cook is busy rehearsing his September 10th event.
He’s nervous. He’s about to do something incredibly bold. Maybe even crazy.
Going through his show, he pauses when he gets to the iPhone branding slide, imagining how the audience’s collective jaw will drop.
Despite the rumors, there is no number 11. There’s no X, R, S, SE, Plus or Max in sight. And that’s just the tip of this boldness iceberg.
Alternate Tim takes a deep breath, then drops the bomb.
“Our new iPhones are so new, so totally amazing, so far beyond any iPhone we’ve made before, we’re not even calling them iPhones anymore,” he says. “Meet the new Apple Phones.”
After a 21-year run, the i is finally dead.
On March 25th, Tim Cook unveiled Apple Card—”the future of credit cards.”
WTF? Fiasco! Yet another Apple blunder! Has Tim Cook lost it? Steve Jobs would never do this!!
Well … not so fast. The truth is, Steve Jobs actually did do this. At least he tried to.
The proof is likely hidden in a secret vault buried deep inside Apple Park. Fortunately, it’s also right here on my archive drive.
Steve Jobs once quoted Picasso: “Good artists borrow, great artists steal.”
True that. Innovative thinkers invent, observe and assimilate. They merge the old and new to create something fresh.
Apparently, the good and great artists were hard at work on Apple’s latest ad, Color Flood. I quite enjoyed it. But even as I watched it for the first time, I was visited by the Ghosts of Advertising Past.Continue reading…
My bubble has officially been burst.
Though I’ve had issues with iPhone naming for years, I’ve always assumed there was an underlying strategy, enigmatic as it might be.
Apparently I was giving Apple too much credit.
When Phil Schiller sat down with Engadget recently, he casually confessed that the S and the R have no real meaning. They’re just letters.
This news doesn’t exactly collapse the space-time continuum. However, it does rattle my personal belief system. Let me explain—Continue reading…
Now that my website has been redesigned into the 21st century, I thought it would be fun to start off with a little cross-century creativity.
Back in 1997, when Steve Jobs introduced the Think different campaign at an internal Apple marketing meeting, he noted that people we honored in the campaign didn’t actually use Apple technology, and then quipped, “but they would have.”
Cue Michael Rylander, designer/art director who was part of the agency Apple creative team back in those days. Steve’s words inspired him to let some of those great people reach into the future to get their hands on some iconic Apple products. Time travel courtesy of Photoshop, of course.Continue reading…
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.Continue reading…