Crisp, product focused, and delighting in the uniqueness of the product.
But with smartphones now having ubiquitous feature sets, Android tablets fast competing on hardware, etc I think that Apple, under Steve or not, is right to be iterating their messaging.
In my own experience I've watched non-techie family members fumble with chopped-versions of Android under different carriers.
It would be a huge relief to just be able to say "Schedule an appointment @ the Apple store"
So smarmy or not, I think that Apple's new ad-strategy is on point message wise, if not perfect in execution.
>Apple's new ad-strategy is on point message wise, if not perfect in execution //
I think you've nailed it here - they did a really, really poor job of portraying customer services as a USP in that advert IMO.
Instead this advert said "we're great because we're geniuses and we think the other guy's stuff is lame".
It reminds me of politicians who stand on a platform of "the other guy is a fool/out of touch/can't cut it". Personally this always turns me off. I want to know what's good/better/best about what you have not what's bad/worse/worst about the competition.
Apple spent a good part of the last decade winning on design and usability, an early iPhone commercial underscores this:
http://www.youtube.com/watch?v=6lZMr-ZfoE4
Crisp, product focused, and delighting in the uniqueness of the product.
But with smartphones now having ubiquitous feature sets, Android tablets fast competing on hardware, etc I think that Apple, under Steve or not, is right to be iterating their messaging.
In my own experience I've watched non-techie family members fumble with chopped-versions of Android under different carriers.
It would be a huge relief to just be able to say "Schedule an appointment @ the Apple store"
So smarmy or not, I think that Apple's new ad-strategy is on point message wise, if not perfect in execution.