Originally Posted by cherrypop
I've got Segall's blog post open in the next tab, but even before reading it I have to say I agree that Apple's ads have been missing the target for years.
Yep. The girl singing to her grandfather, the iPad ad above, and so many more recent ones are just totally unengaging. Samsung's have some humor to them - arguably too little of their product (shown or in any way differentiated), and the end of the ad looks like a Best Buy commercial, but let's face it, I'm a Mac / I'm a PC weren't tech heavy ads, were amusing, and did much more for Apple as a brand than the smarmy pieces that seem to be de-riguer at the moment.
But the other issue may be that Apple needs an ad with someone getting in a car, having the magical car integration automatically give them a car touch interface to iOS apps (CarPlay enabled?) on the touchscreen... Or someone ask Siri to find the 'big game' or the unwatched episodes of some show - and have the TV 'magically' do the right thing ("Bob, You missed 3 episodes... Would you like me to start playing them?"... Or something else new and different. iOS hasn't moved forward enough in the past few years, making the domination by cool a bit challenging at the moment.
BTW, I would certainly argue that the competition got away with copying Apple's design & user interaction metaphors for phones, tablets, and light laptops, but these ads don't make any case about that. Hell, run a few ads that mock the blatant copies Mac vs. PC style.