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Apple Genius ads debut during Olympic opening ceremonies - Page 3

post #81 of 318

I kind of liked the adverts. Made Apple seem a bit more human.

 

It's highlighting a differentiating factor between Macs and PCs. If you can't do something on a PC you're screwed (ok you could always try the internet forums) but with a Mac you're ok coz Genius Bar is there to help.

 

The Genius Bar and One to One are some of the best things about owning a Mac if your just an average user rather than a techie.

post #82 of 318
Quote:
Originally Posted by davestall View Post

Did Apple loose their marketing people?

 

 

 

 

I think that Apple should loose the hounds - on the marketing people.

post #83 of 318
Quote:
Originally Posted by newbee View Post


IMHO, an effective commercial is one that does not " pound" you with info, but rather gives you a reason to keep watching. Telling a brief story, with a common theme, is the best way I know of to cope with the average viewer's limited attention span and to do it over several spots is more effective, which is why I think these ads will work.

 

You may be right... but somewhere they need to "set the hook" so the potential customer gets the message:   Mac + Genius Support == computer solution for me.

 

I wonder if there is a simple/fun messge like a few geniuses saying:  "We pride ourselves in offering the best products and support -- why not come in and let us prove (alternately put us to the test) that Apple is the solution to your computing needs." followed by a smile, wink, bow, curtsey, applause, cheer... whatever  -- to end on an upbeat.


Edited by Dick Applebaum - 7/28/12 at 11:11am
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post #84 of 318
Quote:
Originally Posted by PatchyThePirate View Post

I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.

 

It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."

 

Or, alternatively:

 

Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.

 

That would be just about the most boring and smug ad on TV.

 

You might not like these new ads but at least they are entertaining and humorous which according to most research is the most effective form of advertising today.

post #85 of 318
Quote:
Originally Posted by SolipsismX View Post

That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.

I wouldn't be surprised if they follow up explaining the Genius Bar is free in another ad. At least the theme is consistent with their plans to expand the Genius Bar in the stores.

Does Apple have any similar service online for people who don't live near an Apple Store?

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post #86 of 318
Quote:
Originally Posted by Rogifan View Post

The focus on Siri in the iPhone ads (when they still say its a beta product), the iPad 4G mess in Europe and Australia and these ads don't give me a lot of confidence.

Confidence should come from results. Just because you or I don't understand nor agree with the process really means little in trying to analyze the effectiveness of Apple's management team. The reality is that, unlike the rest of the computer industry, Apple still posts record profits and sales in almost every area they compete in. While the global economy still fights to keep from going into free fall, Apple still leads the way in the computer industry, dragging others with it.

It's true that Apple might not have another leader like Steve Jobs, but who does? Steve cannot, in my opinion, be replaced by any individual. He was a true genius, flaws and all, but as a company I am still confident that Apple's management team is still better than the competition.

It's like that old joke about two hikers being chased by a bear. One hiker says ... Do you think we can both outrun that bear? ..... The second hiker replies ... I don't have to outrun the bear ... I just have to outrun you.
I think Apple's management is outrunning the competition just fine, don't you?
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post #87 of 318
Quote:
Originally Posted by JerrySwitched26 View Post

 

 

I think that Apple should loose the hounds - on the marketing people.

 

It's odd you say that!  What company, would you say, has the best marketing in the world?

 

You can make fun of Schiller all you want -- but he runs a tight and effective organization.

 

 

Before Steve left Apple, he surrounded himself with talented technical experts and overshadowed them with the force of his personality.

 

Later, at NeXT, and on return to Apple. Steve added talented business experts to his followers... and overshadowed them with the force of his personality.

 

 

On my first exposure to Apple in 1978, all you heard/read about were the two Steves.   I asked Woz's younger brother, Mark:  "Who runs Apple -- who is the business man who put this organization together?"   The answer was Mike Markkula... who hired Scottie, Rod Holt, Gene Carter, Wil Houde, John Couch...

 

On Steve's return to Apple, he performed the function that Markkula had done originally -- and put an organization into place and populated it with talented specialists.

 

 

When Apple started to emerge from the doldrums, all you heard/read about was Steve Jobs.   I found myself wondering "who are the other people that run this business?"

 

I think that you will find many NeXT people, some long-timers, and some exceptional new hires that, together, created a marvel of focus and execution.

 

 

To many, Steve's legacy is "Apple, the company" not "Apple the products."

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post #88 of 318
Quote:
Originally Posted by A Grain of Salt View Post

While inoffensive, I doubt these ads will have the desired result. Mac's are supposed to be easy to use: remember the "it just works" moniker? So although, as most level headed people realise, people do need help with different aspects of their computing life, these ads will be open fodder for those who will insist that Mac's are anything but intuitive.

It was a slogan, not a moniker.  Plus it's ancient - I found references to it as far back as 1995.  Does it really matter that a few people on the Internet will seize on the language in these new ads and try to make comparisons to some discarded advertising verbiage?  I don't think any legitimate potential buyer does that.

 

Guy walks into an Apple store.  Approaches  Genius:  "Hey man.  I was thinking about buying a Mac, but those new Genius ads made me think Macs are hard to use and then I thought about that slogan 'It just works.' from 15 years ago and I was fraught with cognitive dissonance regarding my potential purchase.  I just wanted to let you know that I won't be buying a Mac now."

Genius: GTFO!

post #89 of 318

Not exactly the best or most intriguing ad I've ever seen. Keep in mind that Apple has to be diligent in its presentation going into this trial this week

I really think that they were trying to convey that there's always good help and knowledgeable people at Apple.

 

In any case these ads will be short lived and hopefully Apple realizes this isn't their best.

post #90 of 318
Quote:
Originally Posted by Dick Applebaum View Post

 

It's odd you say that!  What company, would you say, has the best marketing in the world?

 

 

 

 

 

I don't usually think in terms of "Which megacorporation has the best marketing in the world"?      ExxonMobil?  Nope.  Monsanto?  Nope.  

 

Not that my opinion counts for much, but likely it is Apple.  People hear and repeat the marketing as if it is factual information.  Many actually believe, fir example, that Apple was formed and is operating with the sole goal of making people happy. 

post #91 of 318
Quote:
Originally Posted by WelshDog View Post

 

 

Guy walks into an Apple store.  Approaches  Genius:  "Hey man.  I was thinking about buying a Mac,

 

 

 

Genius says:  Do you have an appointment?

post #92 of 318
Quote:
Originally Posted by PatchyThePirate View Post

I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.

 

It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."

 

Or, alternatively:

 

Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.

 

Quote:
Originally Posted by SolipsismX View Post


Here is my problem with your ideas...
1) Just going to an Apple Store doesn't resolve any issues for potential Mac users. Regardless of how much you hate Windows and their OEMs and love Mac and OS X there is a learning curve. It is a different OS with a different way of doing things. Taking 17 years of Windows and teaching a user how to do it a different way isn't easy, even if that new way is much easier. Imagine being an American adult and trying to learn Chinese. Is it really that tough? Chinese children learn it just fine. What Apple needs to do is to show that once you buy a Mac you are left hanging or paying for expensive help when you need a little direction. Rule of thumb: If it's harder to do on a Mac than in Windows then you're doing it wrong.
2) Don't dhow the competitors product except under certain circumstances. For instance, despite years of showing Get A Mac ads, which show a person instead of PC, they always just used the term "PC" until Vista was such a market failure that it behooved them to mentioned the name in ads.

 

After the benefit of a good night's sleep, I unfortunately don't feel any better about the ads; they're wrong in so many ways (although I agree that doing Mac focused ads is a good idea). I assume that as a 30yo professional I'm pretty close to Apple's target demographic. However, the only people I can see these ads remotely working for are older people with little to no computer knowledge who enjoy campy humor (not that there's anything wrong with that :) ). One of the problems with these ads is that there is too much personality and too much attempt at humor (although I agree the genius actor did a good job with what he was given). When you go out on limbs like that, it is inevitable that you will alienate people; not smart. The SIRI ads are effective because they have understated, subtle humor that is a footnote to displaying the actual functionality of the service; not only that, they have clear context and purpose. These new ads have none of these benefits; they're as awkward as they are confusing. Apple has amazing products and services that can sell themselves, all Apple needs to do is show them in a simple way that people can easily grasp, that's it.


Edited by PatchyThePirate - 7/28/12 at 9:55am

   

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post #93 of 318

I like them, especially the air plane ad. I also like the fact they kid is likable and there is no snark involved.

post #94 of 318
Quote:
Originally Posted by hill60 View Post

Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?

I'll bet it pissed one of the major sponsors off, some South Korean company that specialises in photocopying and washing machines.

;P

LOL
post #95 of 318
Quote:
Originally Posted by PatchyThePirate View Post

I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.

 

It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."

 

Or, alternatively:

 

Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.

Marketing genius is telling Apple what to do...just one issue, know fact focusing on your competitor in ad, does not score high on the consumer reviews. Consumers prefer you to focus on your strengths and let them decide.

post #96 of 318
Quote:
Originally Posted by WelshDog View Post

It was a slogan, not a moniker.  Plus it's ancient - I found references to it as far back as 1995.  Does it really matter that a few people on the Internet will seize on the language in these new ads and try to make comparisons to some discarded advertising verbiage?  I don't think any legitimate potential buyer does that.

 

Guy walks into an Apple store.  Approaches  Genius:  "Hey man.  I was thinking about buying a Mac, but those new Genius ads made me think Macs are hard to use and then I thought about that slogan 'It just works.' from 15 years ago and I was fraught with cognitive dissonance regarding my potential purchase.  I just wanted to let you know that I won't be buying a Mac now."

Genius: GTFO!

 

LOL...

 

I think that maybe... just maybe... you may have scripted the clincher genius ad.

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post #97 of 318
Quote:
Originally Posted by hill60 View Post

Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?

 

I'll bet it pissed one of the major sponsors off, some South Korean company that specialises in photocopying and washing machines.

 

;P

 

Oh well, the  proud sponsors of iPhone free ad..lol

post #98 of 318
Quote:
Originally Posted by JerrySwitched26 View Post

 

 

I don't usually think in terms of "Which megacorporation has the best marketing in the world"?      ExxonMobil?  Nope.  Monsanto?  Nope.  

 

Not that my opinion counts for much, but likely it is Apple.  People hear and repeat the marketing as if it is factual information.  Many actually believe, fir example, that Apple was formed and is operating with the sole goal of making people happy. 

 

 

I don't know any adult who is naive enough to believe that any corporation (or government, for that matter) "was formed and is operating with the sole goal of making people happy."

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post #99 of 318
Quote:
Originally Posted by dmarcoot View Post

I like them, especially the air plane ad. I also like the fact they kid is likable and there is no snark involved.

 

Even more than the "Pepto Lady" airplane ad???

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post #100 of 318

Tim Berners-Lee used Job's NeXT Cube computer in sending a message @ the Olympics --a silent tribute to Steve Jobs!  

 

Very apropos since Sir Tim actually used Steve Job's NeXT cube on designing the original world wide web more than 3 decades ago!

 

https://twitter.com/nikcub/status/229127613971591168/photo/1/large

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post #101 of 318

wtf did I just watch???

 

EDIT:

 

I *get* what they're trying to do, and the "Basically" spot is kinda cute, but the presentation is just way off. There's no "clever" to it. There's no edge. NOT MEMORABLE. And in fact, a little PC-like. As in, a Best-Buy ad. 

 

Hopefully, these are just a one-time showing. 


Edited by Quadra 610 - 7/28/12 at 10:17am
post #102 of 318

The Genius guys looks more PC like then Apple. And would Steve approve such ads? Properly Not.

 

And i am starting to worry about the future Apple.

post #103 of 318
Quote:
Originally Posted by ksec View Post

The Genius guys looks more PC like then Apple. And would Steve approve such ads? Properly Not.

And i am starting to worry about the future Apple.
Another post invoking with Steve would or wouldn't do and fearing for Aplle's future. Yawn.
post #104 of 318

I think these ad's are excellent.

 

If I put myself in the shoes of the target audience. . .

 

I would like to get one of those apple computers I've heard so much about. I've heard they are very good, but don't know where to start.

I know there is an Apple store by me.

 

Advert says. . .

 

All Apple stores are  full apple genius' that are eager to help you with friendship and good humour.

 

Not a bad message to put across really ! ;)

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post #105 of 318
Quote:
Originally Posted by PatchyThePirate View Post

 

 

......  the only people I can see these ads remotely working for are older people with little to no computer knowledge who enjoy campy humor (not that there's anything wrong with that .....

 

btw ....by most accounts, that is the fastest growing demographic ... on the planet. (baby boomers)  Remember, unlike most of us, Apple skates to where the puck is going to be .... not where the puck is.

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post #106 of 318
Quote:
Originally Posted by Dick Applebaum View Post

 

LOL...

 

I think that maybe... just maybe... you may have scripted the clincher genius ad.

 

We really need the old "sarcasm" icons back, don'tcha think, Dick?

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post #107 of 318
Quote:
Originally Posted by PatchyThePirate View Post


After the benefit of a good night's sleep, I unfortunately don't feel any better about the ads; they're wrong in so many ways (although I agree that doing Mac focused ads is a good idea). I assume that as a 30yo professional I'm pretty close to Apple's target demographic. However, the only people I can see these ads remotely working for are older people with little to no computer knowledge who enjoy campy humor (not that there's anything wrong with that 1smile.gif ).

But that's the point, these ads are not for you. You are an Apple user. You are on this forum so you are at least somewhat familiar with Apple and are somewhat technical. The demographics are for those who might consider switching from Windows but are afraid for valid and invalid reasons.

Assuming this is a proper campaign this is the new switcher campaign. 4th generation for this campaign. First we had 'Think Different', then 'Apple Switch', followed by 'Get A Mac', a now 'Apple Genius'. What makes these increasing better over the first generation is the continued focus on why a Mac is better than your typical Win OEM PC.

Quote:
Originally Posted by mstone View Post

I wouldn't be surprised if they follow up explaining the Genius Bar is free in another ad. At least the theme is consistent with their plans to expand the Genius Bar in the stores.
Does Apple have any similar service online for people who don't live near an Apple Store?

I didn't explicitly state it but i'll be more surprised if they don't eventually address that in their ads. It's better to ease into that than to have that be the first message so I don't begrudge them for being that clear in their first ads, assuming it's a campaign and not just these three ads for the next 16 days.

Quote:
Originally Posted by ksec View Post

The Genius guys looks more PC like then Apple. And would Steve approve such ads? Properly Not.

And i am starting to worry about the future Apple.

:sigh:
Edited by SolipsismX - 7/28/12 at 10:36am

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post #108 of 318
Quote:
Originally Posted by Dick Applebaum View Post

 

 

I don't know any adult who is naive enough to believe that any corporation (or government, for that matter) "was formed and is operating with the sole goal of making people happy."

Well, if you replace "goal" with "focus" .... and "people" with "customer" ..... you'd have the secret to Apple's "sauce", no?

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post #109 of 318
I agree. These ads are boring.
post #110 of 318
Apple is right to focus new ads on the USE of its products rather than encouraging the obsession with the next new product or trashing the competition.

People don't appreciate the huge unused potential of the Apple products they already have. Although you may hate these ads, they are pointing in the right direction.
post #111 of 318
Quote:
Originally Posted by SolipsismX View Post


But that's the point, these ads are not for you. You are an Apple user. You are on this forum so you are at least somewhat familiar with Apple and are somewhat technical. The demographics are for those who might consider switching from Windows but are afraid for valid and invalid reasons.
Assuming this is a proper campaign this is the new switcher campaign. 4th generation for this campaign. First we had 'Think Different', then 'Apple Switch', followed by 'Get A Mac', a now 'Apple Genius'. What makes these increasing better over the first generation is the continued focus on why a Mac is better than your typical Win OEM PC.
 

I see what you're saying, but I just don't think the points the commercials were trying to make were effectively conveyed. The only positive takeaway I can see from these commercials is what amoradala said, that people may be left with an impression of the 'eager and friendly' Apple Genius that will make people more inclined to visit an Apple store. 

   

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post #112 of 318
Quote:
Originally Posted by MJ4Ev3r View Post

Tim Berners-Lee used Job's NeXT Cube computer in sending a message @ the Olympics --a silent tribute to Steve Jobs!  

 

Very apropos since Sir Tim actually used Steve Job's NeXT cube on designing the original world wide web more than 3 decades ago!

 

https://twitter.com/nikcub/status/229127613971591168/photo/1/large

 

Nice catch!

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post #113 of 318
Quote:
Originally Posted by newbee View Post

 

We really need the old "sarcasm" icons back, don'tcha think, Dick?

 

LOL... You caught me!

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post #114 of 318

Yeah, it was really sad to wake up this Saturday to these commercials. I couldn't even get through the entire "labor" commercial. Just too painful to watch (no pun). I've never seen an Apple commercial that didn't make me smile, and didn't make me feel great about Apple; until now.

Long way from masterpieces like this: 

 

post #115 of 318
Quote:
Originally Posted by austinguy23 View Post

Ugh, each year their ads get blander and cheesier. These are the worst yet. It's like they went out of their way to make them as generic and uninteresting as possible. Apple is going to lose its status as hip and cool if they continue with this crap.

They're getting blander and cheesier because Apple is going after the mass market. You don't make gains in the mass market with erudite ads.

Quote:
Originally Posted by Dick Applebaum View Post

You may be right... but somewhere they need to "set the hook" so the potential customer gets the message:   Mac + Genius Support == computer solution for me.

I wonder if there is a simple/fun messge like a few geniuses saying:  "We pride ourselves in offering the best products and support -- why not come in and let us prove (alternately put us to the test) that Apple is the solution to your computing needs." followed by a smile, wink, bow, curtsey, applause, cheer... whatever  -- to end on an upbeat.

Yes, as several people have stated, it was odd that they didn't specifically state that Apple had geniuses available for free. My guess is that they'll get that message out either in another ad or via another medium.
Quote:
Originally Posted by JerrySwitched26 View Post


Genius says:  Do you have an appointment?

Nonsense. Every Genius I've seen is very polite and helpful. If the customer comes in expressing an interest in buying a Mac and approaches a Genius, the response is almost certainly going to be "let me introduce you to Bill who can help you with your selection".

Of course, that's not likely because the Geniuses are at the back of the store and there are several dozen sales people between the door and the Genius. It's unlikely that the customer's first contact would be a Genius, anyway.
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post #116 of 318
Quote:
Originally Posted by newbee View Post

Well, if you replace "goal" with "focus" .... and "people" with "customer" ..... you'd have the secret to Apple's "sauce", no?

 

Yes!  The goal of business is to make a profit at the risk of a loss.  The way that Apple chooses to attain that goal is to focus on providing the best possible products and services to their customers... ergo happy customers!

 

I would add one more -- what we had as our corporate objectives when we created the computer stores:

  1. return a fair profit to the investors (us)
  2. provide the best possible products and customer services
  3. have fun

 

That, IMO, is the exact priority and concise purpose of being in business.

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post #117 of 318
Quote:
Originally Posted by PatchyThePirate View Post

I see what you're saying, but I just don't think the points the commercials were trying to make were effectively conveyed. The only positive takeaway I can see from these commercials is what amoradala said, that people may be left with an impression of the 'eager and friendly' Apple Genius that will make people more inclined to visit an Apple store. 

Why will it make people more likely to visit an Apple Store?

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post #118 of 318
Quote:
Originally Posted by SolipsismX View Post


But that's the point, these ads are not for you. You are an Apple user. You are on this forum so you are at least somewhat familiar with Apple and are somewhat technical. The demographics are for those who might consider switching from Windows but are afraid for valid and invalid reasons.
Assuming this is a proper campaign this is the new switcher campaign. 4th generation for this campaign. First we had 'Think Different', then 'Apple Switch', followed by 'Get A Mac', a now 'Apple Genius'. What makes these increasing better over the first generation is the continued focus on why a Mac is better than your typical Win OEM PC.
I didn't explicitly state it but i'll be more surprised if they don't eventually address that in their ads. It's better to ease into that than to have that be the first message so I don't begrudge them for being that clear in their first ads, assuming it's a campaign and not just these three ads for the next 16 days.
:sigh:

 

I agree the target isn't current Mac users -- but someone who is considering a Mac.  Like you, I think that these ads aren't unrelated singletons -- rather they are cameos with a common theme: Apple == Satisfied Customer.  

 

If the ads are really well done, they'll get the message across without really saying it -- a "lean forward moment".

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post #119 of 318

I really liked "Basically." There's nothing that's basically a Mac and I think other companies have suggested they are basically Mac implicitly for a long time. They need to do this for the iPhone. The others were neat, but I'm concerned they might send the wrong message. It seemed counter-intuitive to what we were told at Apple about providing service outside of work.

post #120 of 318
Quote:
Originally Posted by jragosta View Post

They're getting blander and cheesier because Apple is going after the mass market. You don't make gains in the mass market with erudite ads.

 

You could say the same thing about their products then.

Steve always wanted to make the best commercial possible. They were art in their own right. Same attitude he had about their products. (who actually doesn't know this??) The gains Apple made by not pandering to lowest common denominator turned out ok, I'd say.

Again; from a purely artistic standpoint, Apple has made more award winning artistic commercials than anybody that I'm aware of. (maybe VW?)  This latest bunch won't be up for any awards. From the Money / Madison Ave. standpoint, I don't think it will garner them anymore customers than their previous, higher quality ad campaigns. That's something I would definitely bet money on.

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