updated 12:33 pm EDT, Tue June 11, 2013
Switch to pushing brand over products
Apple's "Designed by Apple/Our Signature" TV ad is just the start of a new marketing campaign in association with long-time partner TBWA\Chiat\Day, say sources. The people tell Bloomberg that the campaign will focus on the touted quality and reliability of Apple's products and hosted content, instead of just the products themselves. More such ads will reportedly follow in the next few months.
The sources elaborate that Media Arts Lab, the TBWA unit dedicated to Apple, will push an older company message that Apple products simplify a person's life. The product-specific ads are no longer having the same effect, the sources say, in light of competitors offering products with an equal or greater number of features at lower prices. Consulting firm Ace Metrix comments that Samsung's ads spoofing Apple have had an effect, namely ones that had people standing in line for an iPhone despite it missing features already available on Galaxy phones.
Media Arts Lab executives have reportedly traveled to Apple's Cupertino's headquarters for years to talk ideas and get feedback. Those meetings used to be helmed by former Apple CEO Steve Jobs; sources observe, though, that worldwide marketing head Phil Schiller has since taken over, translating into less clarity about what Apple wants its ads to say. Media Arts Lab staffers are allegedly becoming frustrated more often when Schiller rejects ideas.
Schiller is however said to be continuing a Jobs practice of commissioning nearly-finished TV ads, including music and celebrity voice-overs, and still vetoing them. Jobs is said to have argued that he couldn't judge the worth of an ad based on storyboards.