7 Things Apple Must Do in 2013
7. Bring an Edge to Your Marketing
The Apple commercials that really stood out for me in 2012 came off as either defensive or too cute for their own good. Take the iPhone 5 ad in which Apple showcased its 4-inch screen by having a thumb touch all the corners. Subtext: “See, you don't need a big-screen phone.” Then there's the iPad mini ad that has a finger playing “Chopsticks” on the full-size tablet before moving onto the smaller one. It's a clever way of showcasing that the iPad's little brother can do everything the big one can, but it also feels too safe.
Samsung's ads, in particular, have more of an edge, such as the one in which a mom and dad queuing up for an iPhone 5 ask if this is “the line for apps.” Yes, this came off as defensive too, but even Apple fans had to laugh. In my favorite Samsung commercial, for the Galaxy S III, a wife shares a naughty video with her hubby just before he heads off on a business trip. It demonstrates a unique feature with a risqué vibe. Apple has a reputation as a cleaner, more family-oriented company, but it wouldn't hurt to inject a little more attitude and swagger into its marketing. Perception becomes reality after all.
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December 4th, 2012 at 12:46 pm
My suggestion is never use any conjugation “swag” ever.
December 22nd, 2012 at 2:07 pm
If Apple never tries to appease the mass market is just fine for me. Sure bring out the useful/cool features but stay true to your core Apple.
December 23rd, 2012 at 4:54 am
Apple must make editing and transferring photos more flexible and open up the iOS a little
December 28th, 2012 at 9:57 am
Apple needs to push their macs into large companies more.
January 1st, 2013 at 2:51 pm
“Plus, Apple has the best-selling laptop in the United States with the $1,199 MacBook Pro.”
Are you really trying to tell me that a $1200 MacBook Pro is outselling a $400 HP Pavilion?
April 17th, 2013 at 12:04 pm
You forgot one of the most important things Apple has to do in 2013:
Bring a serious upgrade of the Mac Pro
May 15th, 2013 at 11:16 am
Mac Hammer Fan Says:
April 17th, 2013 at 12:04 pm
You forgot one of the most important things Apple has to do in 2013:
Bring a serious upgrade of the Mac Pro
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+1