Is My Apple Getting Soft?

As a tech-savvy  millennial, it should come as no surprise that I am an avid Apple fan. I was practically raised on the catchy tunes and dancing young hipsters that have become synonymous with the brand. That’s also probably why I was taken aback when I first saw the new ads for iPhone 4. In place of a clean white backdrop with flashy apps was a more sentimental approach highlighting the personal connection enabled by the FaceTime feature.

In general, most marketers’ rule of thumb for any brand is to establish as many meaningful, personal and emotional connections with your customers as possible, but for some reason these iPhone 4 ads took me by surprise. Even though the ads are consistent with Apple’s long time “show me” rather than “tell me” approach, I feel that there is a disconnect between these ads and the brand that has built its loyal fan base on the simple premise of elegant design, form and function. In my opinion, I believe that Apple is trying to expand its horizon beyond their loyal, young, techie followers by reaching out to an untapped, unsaturated market of boomer consumers. My hope is that they don’t alienate their core with this new emotional messaging and continue to represent the beautiful simplicity and innovation that we all know and love. What do you think? Either way I’ll be curious to see what they do next…

Comments are closed.

%d bloggers like this: