Apple is the queen of marketing. Or, at least, it was. It is often an assertion that is launched with a certain derogatory tone, although it should really not be at all. Commercial communication is necessary and the fundamental pillar in any business. And no, it's not just money, because even an NGO understands it. Therefore, when he turns against you, it's a problem. They say to Apple …
Marketing is not composed only of television ads or platforms such as YouTube, but they are part of the key. A good campaign usually starts with a good announcement. In fact, Apple cherishes the honor of having launched the best announcement in history. It was in 1984, with an announcement entitled precisely “1984” and in which, curiously, the product to announce or a thousandth of a second was not shown. However, from this success 41 years ago, we arrived at an apple that You have already had two announcements In less than a year.
Promote creativity killing the soul of creativity
Apple products They have always detached a certain aura of creativity. The best example is this recurring image that shows the stamp of a person sitting in a cafeteria with their MacBook while doing “creative things”. This person may create art with advanced tools for macOS or maybe he writes in “notes” that must buy parsley. However, you can arouse curiosity and certainty that the next bestseller is a writing that will triumph in all bookstores.
Apple wanted to capture this essence of the MacBook and take it to its iPad. Especially in the iPad Pro. Since the arrival of this range in 2015, the Californian company has tried to send the message that It is the ideal system for “professionals” and “artists”. Geniuses of the music industry that create and modify their pieces on the tablet, illustrators who meet with a pencil apple to create their stories, bold journalists who write the news of the moment with the magic keyboard … The iPad is for art. All art. Or if Apple wants to create. Yes, it's marketing.
The problem occurred when we encountered the iPad Pro M4. In addition to the waste of power of this M4 chip, the great novelty of this generation was in its thickness. Not in vain was (and remains) the thinnest product in the history of the company. And that of Join the concepts of style and power This is something that Apple wanted to transmit, although the forms failed.
“ Crush '' is how the fateful announcement with which Apple Apple He showed many elements related to art and crushed them with a hydraulic press. A saxophone, a guitar, vinyl, pianos, recreational play machines, paintings, figures, cameras goals … Everything ends up destroying by the force of this hydraulic press. And at the end of this ad? An iPad Pro M4.
The message that Apple tried to transmit was none other than to show that All the art adapts to such a beautiful iPad Like this new model with M4. They told us that all that the machine seemed to destroy was actually a compression work to couple in this design of a semicircle. For some, but Apple's marketing team went wrong.
Many artists considered this announcement as a lack of respect
During the following days, social networks were filled with criticism of Apple. The one who follows the company will know that it is not something supernatural, because it occurs practically with each launch made by the Californian firm. The difference on this occasion was more hurtful for Apple, since Part of this criticism came from the public to whom this place was directed: Artists.
The objects that Apple “crushed” in his announcement of the iPad Pro M4
Musicians, illustrators and other creative profiles have barely criticized this place. They felt offended by what they considered Lack of respect for art and its instruments. They found it painful to see how such precious elements were broken for their trade and passion. And although many may think that the false marketing that “the important thing is that they talk about you, whether it is good or bad”, the truth is that it was not Apple's intention. And it is not a perception, it is something that confirmed the company itself.
Given this avalanche of comments, the same vice-president marketing of Apple had to apologize In the adage declarations:
“Our goal is always to celebrate the countless ways that users express themselves and give life to their ideas via iPad. […] We consider our tools with reverence and respect, and take advantage of a healthy dialogue with them. Our tools are colleagues of confidence in art travel. […] We are wrong with this video and feel it. “”
What is funny is that, despite everything, The announcement is still public. It has not been given again on television, although on its YouTube channel, you can always be seen in its entirety and without any modification. In addition, the CEO of Apple himself, Tim Cook, published this place through X and the publication also remains intact.
The worst that can occur in marketing: misleading advertising
Advertising can be as ingenious as the spirit of creative scope, but it has a clear maximum: it cannot lie. Sometimes it is aware and in others, like what happened with Apple Intelligence, hastily. Apple wanted to work both with its progress in artificial intelligence and in June from last year, they presented functions that were really not yet polished to be used.
Apple Intelligence arrived in English with iOS 18.1 at the end of last year and, from next week, he will also arrive in Spanish with iOS 18.4. However, there is a key element of everything they have announced: the new and powerful Siri. Washing for the assistant This has promised to make our lives easier and that some could try. However, just a few weeks ago, they announced their delay without defined launch date.
It meant Reputation damage to Apple Already very hard in itself. More if we remember that this has already happened not so much a similar case with Airpower, a multiple load base announced in 2017 and that, two years later, it was canceled. As far as we know, the new Siri will not be canceled. “Only” is postponed. And that, despite its negative, does not derive legal consequences. The announcement occurred in a context of presentation of new services which in no case is not accepted by advertising laws. The problem is that there was advertising to the use of this Siri.
Bella Ramsey in Apple's controversial announcement promoting an Siri who, for the moment, does not exist
With the launch of iOS 18 and the promise intact that the new Siri would arrive with an intermediate update, Apple threw itself into the pool and published a series of ads with Bella Ramsey as a protagonist. In one of them, the co-star of “The Last of Us” could be found Use of a vitamin iPhone with this new SIRI Under the promise that it would be something available for everyone. Obviously, the problems have happened here.
Although the apple, they rushed to erase these announcements from their YouTube channel, he ended up receiving up to three collective requests for misleading advertising. It was in the United States, where the campaign was originally launched. It occurred just a few days ago and no judgment was detained, but Users say that a service that is not available has been announcedSo they all have to win.
Inappropriate controversies of apple
The two advertising controversies received a year apart, although the most curious thing is to come from Apple. We have already said that it was not uncommon to see Apple's criticism, but they have an advertising campaign. More with all these luggage than the background company brings.
To name only a few additional examples of mythical company spots, with the exception of “1984”, we find the emblematic campaign “Think Different” launched in 1997 and which was the slogan of the company until 2022 and that even today, unofficially, remains a sentence widely used as a link with Apple. Also other announcements such as “Try”, with which the company opened a WWDC over ten years ago.
These stumbling blocks give Apple a brilliant lesson: do not be an undisputed leader in an area that you can relax. THE Authenticity and honesty are as important as creativity. The Californian company before the opportunity to recover the confidence of its users and to redefine its advertising approach. To achieve this, they must take into account greater sensitivity to the expectations and values of their audience. An audience that, of course, is constantly evolving and not even what would have served you ten years ago can do it now.
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