Apple is almost certainly gearing up to launch a bigger iPhone 6 next month. Their competition, Samsung, is gearing up to launch an update to their big phone. The difference between the two is that Apple hasn't just posted four videos teasing the name of their next big phone nor the release date for it. Apple hasn't posted four videos that, frankly, come off like rejected Saturday Night Live parodies. Apple hasn't posted four videos, one of which equates a phone to a "sexy secretary in a short skirt", and another that shows a musician making music with everything but her phone. Those differences, between the companies, the products, and the way in which they choose to present them o the world, are worth exploring.
Apple has posted iPhone 5c commercials in the past that celebrate diversity and connection and color, iPhone 5s commercials that showcase empowerment, and iPad Air commercials that — wait for it — show musicians actually using iPads to make music.
We had a great Vector podcast this week where Ben Thompson, Guy English, Dave Wiskus, Georgia Dow and I discussed whether copying was illegal, unethical, or genius, and whether innovation or imitation ultimately better served consumers. (You might be surprised at how the discussion went.) Wiskus, who's had his software designs copied in the past, offered this insight: Copying what something looks like is easy; copying how it works is not.
Apple's ads don't just look a certain way. They don't just feature certain people. There's a thought process and plan behind them that, whether you like them or not, has depth and purpose and conveys an ideal and an experience.
Copying the tone or the look or the shots or the structure is easy. Copying the feeling conveyed, the message delivered, the overall theme relentlessly served — that's all really, really hard.
Yes, I know, I'm talking about advertising and media literacy again, and some of you hate that and hate me for doing it, but I believe it to be incredibly important. I believe it's something worth doing and discussing, and I very much appreciate all of your feedback, even if you deeply love the companies I criticize and want to make sure I know it.
Mostly, as a consumer, I want better videos from better competitors showcasing better competing products. I don't sexism or sophistry. I don't want a joke. I want a challenge. I want something that, when Apple rolls out their inevitable iPhone 6 ad campaind That way we all get better products from everyone. Right?
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