updated 08:06 pm EDT, Thu March 13, 2014
Apple seeks to boost slow growth of mid-range iPhone offering
As previously reported, a series of animated iPhone 5c ads that focused on the colorful plastic-covered metal casings that began as a Tumblr page (and got promoted to "sponsored posts" to increase exposure) has now expanded, appearing in The New York Times website and on the homepage of search giant Yahoo. The campaign showcases the uses of the phone tied to color choices, inviting the user to "find your colors."
One of the selling points of the iPhone 5c, which is on a functional level a slightly-improved revamp of the iPhone 5, is its rigid color casing, which can be mixed with cases from Apple and others to create a two-tone effect. Apple's own cases feature a punched-out dot design that figures prominently in the animated ads, each one based on one of the color options available for the iPhone 5c unit (and reminding viewers of the ability of the iPhone 5c to "color coordinate" with the help of the cases).
The movies have a unifying theme of bringing dots against a color background together in a social activity, from dancing at a festival to popping popcorn for a movie, and all five end with the dots turning into the case on the iPhone 5c, with a tagline and music that reinforces the activity theme. The black iPhone 5c, for example, uses rock-concert music and animates the dots as spotlights and a light show, ending with the tagline "Showtime," while the blue 5c spot has dots gliding around as in an ice rink, with "The Blue Danube" playing in the background until they coalesce into the iPhone 5c with the tagline "Skate date." Each of the 17 simply-animated videos runs approximately 12-15 seconds.
The iPhone 5c has a reputation as the media's favourite Apple-related whipping boy, since it comes up somewhat short in comparison to the only-$100-more iPhone 5s -- but in fact, the junior model compares favorably not only to the model it replaced (with longer battery life and more accessory options) but holds up well even against the most recent flagship phone competition from others, despite being up to 18 months older -- thanks to its color coordination with iOS 7 and generally equal or better performance compared to its main competition. While the junior of Apple's two current top phones is actually doing better than the iPhone 5 did at the same point in its history, the 5c is losing ground to the more advanced iPhone 5s, growing at a slower rate.