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'Designed by Apple in California' ad ranks poorly in consumer survey - Page 5

post #161 of 265
Quote:
Originally Posted by Flaneur View Post


Appalling. I would encourage you to read some accounts of the slave trade.

Applicants line up for Foxconn jobs. They're not taken in chains from the countryside.

On behalf of Marshall McLuhan, I will ask you again to consider that uneven paths of development in the world are a result of uneven adoption of communications technologies. The West industrialized before the East because of the phonetic alphabet and the invention of the portable printed book.

Your bleeding-heart remonstrances are wasted on tectonic shifts in global economic co-evolution.


So the fact that very poor people from rural areas China stand in line to work in factories in urban China mean that they have true economic and political freedom? It's like poor southern slaves standing in line at the neighboring plantation because that plantation will beat them slightly less or give them a little extra food at the end of the day. The poor chinese worker cant freely leave china and regardless where they work they are kept poor and powerless under a corrupt government/corporate infrastructure. The fact is that their working conditions are indeed slave-like and regardless of where these poor people work in china they still are far from being free. Where and how a product is made (and by who) is probably more important than where it was designed.

 

When it comes to Mcluhan, his focus that it was the 'method' in which people communicate and entertain themselves was more influential on the masses in general than the actual 'content' of the communication or entertainment. So that the actual act of reading (long form books) changes a person's neurology more than the actual content on the printed page. A 'reading brain' is a more contemplative one and more capable of complex thoughts which eventually led to the rise of Western Culture and modern-day science. On the other hand, Mcluhan clearly pointed out that TV and mass-media were going to re-tribalize human society and make them less individualistic, less intelligent and more prone to group-think.


Edited by Commodification - 6/27/13 at 1:07pm
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post #162 of 265
Quote:
Originally Posted by AppleTechSpot View Post

I disagree with all the negativity about the current ad campaign. It is easy in hind sight to rave about "The Crazy Ones" ad but what you must remember is it was just a preamble to the Think Different campaign. When "The Crazy Ones" first aired people were very negative about it. What that is supposed to sell Macs? Many people said it sucked!!!

The current "Designed by Apple in California" might be very much the same thing. I expect this is the first round of a broader PRODUCT focused "Signature" campaign that will accompany new product rollouts in the fall. I think it is a very clever campaign draws in the legend of Steve Jobs' idea of the designers and engineers signing their work on the original Macintosh and subsequent products without mentioning Jobs himself (ie drawing attention to his absence) but reflects that Apple is still Apple.

I expect harder hitting "Signature" ads to launch the new iPhone and feature iOS 7. I think it is simply too early to judge a campaign by this initial start. "The Crazy Ones" scored poorly out of the gate but now it is legend. Time will tell.

Read more: http://www.macnn.com/articles/13/06/27/continues.trend.started.with.recent.iphone.ads/#ixzz2XRlG0HD6
Read more at http://www.macnn.com/articles/13/06/27/continues.trend.started.with.recent.iphone.ads/#t1jVl76sIABO7DhV.99
Agree with everything you've said here. Of course these days it's so fashionable to diss apple (even amongst fans) that pretty much everything they do gets ripped to shreds with the obligatory "Steve wouldn't have" comment attached to it.
post #163 of 265
This article does not suit Apple Insider. It certainly is fashionable for wannabe tech pundits and stock analysts to promote their supposed expertise by jumping on the latest bandwagon. But we have come to expect more from Apple Insider. The credibility of the source should have been measured before reported. Not all of the latest criticism proves meaningful, even if thoughtful people do disagree with Apple on some points. The article title should have read, "Second rate ad agency promotes business with sensationalistic headlines." Subtitled, "How to promote your brand by slamming Apple's "Signature".

The message from Apple is simultaneously higher (more inspirational) and deeper (more subliminal) than most other commercials. The message is not really intended for people who take online surveys to give their immediate opinions about commercials they watched in the last 24 hours. That kind of information may be relevant to some people but not here. In fact, Apple does not have to sell a specific product or even promote their name and logo. It has effectively done these things elsewhere. But seriously, who did not know this was an Apple commercial? It follows in the old tradition of their famous 1984 ad and "Here's to the Crazy Ones". Many mediocre voices are rushing to shout that Apple is no longer "relevant", "new" or "fresh". In healthy contrast, Apple is whispering an unhurried message. And they are reminding loyal customers that the fundamentals of their vision have not changed. Apple is clearly stating their passion and inspiration to the world. People who have this same passion or who want to become so, associate themselves with these ideals. Apple is saying that they have the same passion as many of us. A lot of us have watched and will watch the commercial again and again. Tomorrow, most of us will not even remember the name of this consulting firm.
post #164 of 265
Quote:
Originally Posted by KDarling View Post

So do you think the ad should've also included the most common "
Assembled in China" part of that inscription?


That would've gone over well.
People care more about who and where something was conceived than where it was assembled. I think most people are smart enough to figure out why most electronic devices are manufactured/assembled in China. And a very small minority take issue with it.
post #165 of 265
Quote:
Originally Posted by Commodification View Post


Basically their commercial says that their products are great because they are designed by really over paid 'free' Californians and built by mostly by really poor 'slave-like' Chinese that they don't want to mention. The only different from this and the old slave plantations of the south is that Apple has better advertising.
Every time I read shit like this it reaffirms why I'm not a bleeding heart liberal (thank God).
post #166 of 265
Quote:
Originally Posted by AndrewofArabia View Post

I agree with the stupid survey, Apple is displaying an awful lot of angst about its own importance with this icky new ad. It has the same effect on the stomach as too much sugar. The buoyant, Pixar-like video that opened WWDC this year was far more interesting.

 

There is a need from brand advertising, but should not be at the expense of product advertising. I very much like the WWDC into add as it was very engaging while getting the brand across. 

post #167 of 265
Quote:
Originally Posted by antkm1 View Post

and the Mac Pro isn't fundamentally new?

The iPad is a tablet computer, no?  those have been around for nearly 20 years.

iPhone wasn't a new idea, just a better one.

 

All I'm saying is really let's have a recess from all this crap about Apple not doing anything new every time someone wants.

 

So who has produced anything radically and fundamentally new?

OK, Google glass?  Self-driving cars?  sure those are new but also really freakin' scary too.  Is that what you want?

The Mac Pro isn't released, and by Apple hasn't "released a fundamentally new product in years," I mean they haven't added a successful new product category since 2010 (iPad) nor fundamentally re-introduced any of their best-selling existing lines. The Mac Pro is high margin but historically tiny, tiny market share and how well the new one will be accepted is anyone's guess, as we don't even know the price.

post #168 of 265
Quote:
Originally Posted by th3uglytruth View Post

Anyone asked who this marketing firm is and who is its client?

It just signed up SameSung...surprise surprise...Bloomturd is a skank.

That's all part of Sammy's ad budget.
Quote:
Originally Posted by aBeliefSystem View Post

With the tax avoidance headlines in the UK we end up with 'Designed in California in order to avoid taxes everywhere'

$6 billion in US fed taxes. It's not Apple's fault the EU is messed up.
post #169 of 265
Quote:
Originally Posted by Magic_Al View Post

The Mac Pro isn't released, and by Apple hasn't "released a fundamentally new product in years," I mean they haven't added a successful new product category since 2010 (iPad) nor fundamentally re-introduced any of their best-selling existing lines. The Mac Pro is high margin but historically tiny, tiny market share and how well the new one will be accepted is anyone's guess, as we don't even know the price.

Not this sh1t again. The comment not the commenter. I remember when Jobs released a game changer every day of the week and twice in Sundays.
post #170 of 265
I really like the "Designed by Apple in California" tagline, however, I don't think the tone or focus of the visuals works. It highlights the perception that people are glued to their device like an automaton, and they are ignoring you, the viewer. They are in their own world, cut off from yours (but really, we are not!). It highlights absorption and isolation of the device user, rather than demonstrating the social connections that are re-inforced by the use of device. The visuals should show an engagement of the TV viewer, such as a person inviting the viewer to join them use the device. I agree with ifij775 - they should also show "new , mind-blowing technology."

Filmmakers have learned not to show people staring at screens (after many flops - see Johnny Mnemonic, etc.) -- it's not engaging because the viewer cannot really intuit what the screen-watcher is thinking, or feeling, unless the screen watcher is being extremely expressive.

The music sounds melancholy, and it reinforces the sadness that people are seeming like robots. Apple should have triumphant music!
post #171 of 265
Quote:
Originally Posted by Magic_Al View Post

The Mac Pro isn't released, and by Apple hasn't "released a fundamentally new product in years," I mean they haven't added a successful new product category since 2010 (iPad) nor fundamentally re-introduced any of their best-selling existing lines. The Mac Pro is high margin but historically tiny, tiny market share and how well the new one will be accepted is anyone's guess, as we don't even know the price.

Ridiculous. So Apple's a failure unless they revolutionize a new market every year?

Apple has revolutionized mobile phones, tablet computers, media players, portable gaming devices, all-in-one computers, and the person computer itself. How many other companies have revolutionized that many markets in such a short time frame?
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post #172 of 265
Quote:
Originally Posted by Rogifan View Post


Every time I read shit like this it reaffirms why I'm not a bleeding heart liberal (thank God).


You might just have some other sort of problem because I'm not a bleeding heart liberal, I'm just a Libertarian who believes that our choices have consequences, and the things we make (or choose not to make) deeply effects us both individually and collectively.

 

I buy Apple products because I believe they are less-bad than other brands, but I have hope that Apple can and will do better and shed light in dark areas of the electronic industries supply chain.

We become what we behold. We shape our tools and then our tools shape us.- Marshall McLuhan

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post #173 of 265
It may have been a little more effective if it wasn't only "Desinged" in CA but also assemled in America. I think they were trying to be more American after all of the Foxconn and tax crap going on right now.
post #174 of 265
Quote:
Originally Posted by antkm1 View Post

and why do you think Apple needs to be urgent about anything?
No need to state your credentials, it's in your tag line at the bottom.  And it doesn't show you're any more of a devoted fan than a stock broker looking for a quick turning profit.

One part of driving a massive company forward is instilling in your employees a sense of momentum and purpose (beyond coming into work to collect a check). Employees can be motivated by fear, a need for recognition, a desire to be the best, a drive to destroy or demoralize the competition and numerous other factors.

Are Apple employees and managers more or less driven now, versus when the volatile Steve Jobs was metaphorically 'lighting firecrackers and dropping them into cubicles'?

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post #175 of 265
California is the problem, most states see California as a bunch of liberal hippies. Change the tagline to "Designed in America" which is more inclusive anyway and you've got a winner.
post #176 of 265
Quote:
Originally Posted by AppleTechSpot View Post

I disagree with all the negativity about the current ad campaign. It is easy in hind sight to rave about "The Crazy Ones" ad but what you must remember is it was just a preamble to the Think Different campaign. When "The Crazy Ones" first aired people were very negative about it. What that is supposed to sell Macs? Many people said it sucked!!!

The current "Designed by Apple in California" might be very much the same thing. I expect this is the first round of a broader PRODUCT focused "Signature" campaign that will accompany new product rollouts in the fall. I think it is a very clever campaign draws in the legend of Steve Jobs' idea of the designers and engineers signing their work on the original Macintosh and subsequent products without mentioning Jobs himself (ie drawing attention to his absence) but reflects that Apple is still Apple.

I expect harder hitting "Signature" ads to launch the new iPhone and feature iOS 7. I think it is simply too early to judge a campaign by this initial start. "The Crazy Ones" scored poorly out of the gate but now it is legend. Time will tell.

Read more: http://www.macnn.com/articles/13/06/27/continues.trend.started.with.recent.iphone.ads/#ixzz2XRlG0HD6
Read more at http://www.macnn.com/articles/13/06/27/continues.trend.started.with.recent.iphone.ads/#t1jVl76sIABO7DhV.99

Perhaps time will tell, but previous campaigns grabbed and involved the viewer.

The process of design and reference to a place (California) is rather impersonal compared to "Think different". At least "different" suggests uniqueness. The latest slogan is entirely inward looking.

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post #177 of 265
Quote:
Originally Posted by bobborries View Post

California is the problem, most states see California as a bunch of liberal hippies. Change the tagline to "Made in America" which is more inclusive anyway and you've got a winner.

Still not emotionally or intellectually challenging or involving. Perhaps this campaign would be more effective overseas. In America it doesn't have quite the same effect.

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post #178 of 265
Quote:
Originally Posted by bobborries View Post

California is the problem, most states see California as a bunch of liberal hippies. Change the tagline to "Designed in America" which is more inclusive anyway and you've got a winner.

I hate to break it to you but Apple was founded by a bunch of Californian liberal hippies. The rest of America had pretty much nothing to do with it, still doesn't, aside from Austin, TX. 

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post #179 of 265
Quote:
Originally Posted by appleisbest View Post

As other posters have noticed Apple's ad campaigns seem increasingly targeted at parents, and -- yikes -- grandparents.

I think Seoul is becoming the new "California".

Compare the dynamic, youthfulness joy in Samsung's ads:








... with the sense of "old" and melancholy in Apple's ad:


Hmm... You make a good point. The grading of the footage is so damn dark and depressing, yet the theme is California!

Where's the wit, charm and "wow"?

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post #180 of 265
Quote:
Originally Posted by appleisbest View Post

As other posters have noticed Apple's ad campaigns seem increasingly targeted at parents, and -- yikes -- grandparents.

 

I think Seoul is becoming the new "California".

 

Compare the dynamic, youthfulness joy in Samsung's ads:

 

 

Funny how many of the young Korean females in those images have changed their hair color to look more like American girls. Everyone is wearing typical US/California style clothing as well. Face it, all things American are very trendy in Asia and they also try especially hard to emulate the style of California. 

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post #181 of 265
Quote:
Originally Posted by SpamSandwich View Post


One part of driving a massive company forward is instilling in your employees a sense of momentum and purpose (beyond coming into work to collect a check). Employees can be motivated by fear, a need for recognition, a desire to be the best, a drive to destroy or demoralize the competition and numerous other factors.

Are Apple employees and managers more or less driven now, versus when the volatile Steve Jobs was metaphorically 'lighting firecrackers and dropping them into cubicles'?

All I have to say is watch the video at the opening of WWDC 2013.

 

"if everyone is busy making everything, how can anyone perfect anything?

we start to confuse convenience with joy...abundance with choice.

designing something takes focus..."

 

Apple already has the reputation.  Everyone is just waiting to see what they do next so they can copy it.  Looks to me the only people innovating is Apple.  You people are just too impatient to wait and see...and enjoy the great things Apple has already given you.

 

They don't need firecrackers because they already achieved the respect and reputation they needed to drive technology to further enhance people's lives.

post #182 of 265

I'm surprised no one has mentioned this, but the "Made in California" tag line comes from the early days, when Apple wasn't competing with Microsoft or Samsung.

 

They were competing with IBM.

 

IBM.  Big Blue.  Dour men in dark suits promoting business computers.  No one ever got fired for buying IBM.  IBM treated computers like any other office machine.  They crunched numbers, compiled reports and little else.  The notion anyone would want one in their home was ludicrous.   Computers were boring tools.

 

Apple came along with a California attitude.  A fresh way of thinking about computers.  The Apple ][ was something you could take home and the whole family could use.  Yes, it would crunch numbers and write reports, but it could also play games.  And they had a different attitude towards business.   No ties.  Jobs used to wander around the office barefoot.  This was a time when people left the dreary industrial northeast to start a new life in the golden state.  Ever hear "California Dreaming?"  These attitudes gave "the suits" indigestion.  But Apple used this to attract the kind of people who wanted to change the world.
 

This is why it's on there, and this is why they're still proud of it. 

post #183 of 265
Quote:
Originally Posted by SpamSandwich View Post


Hmm... You make a good point. The grading of the footage is so damn dark and depressing, yet the theme is California!

Where's the wit, charm and "wow"?

you people are focused too much on the last line of the commercial.  There's nothing in that commercial that is about California at all

 

it's their signature people, not their motto.

post #184 of 265
Quote:
Originally Posted by Conrail View Post

I'm surprised no one has mentioned this, but the "Made in California" tag line comes from the early days, when Apple wasn't competing with Microsoft or Samsung.

 

They were competing with IBM.

 

IBM.  Big Blue.  Dour men in dark suits promoting business computers.  No one ever got fired for buying IBM.  IBM treated computers like any other office machine.  They crunched numbers, compiled reports and little else.  The notion anyone would want one in their home was ludicrous.   Computers were boring tools.

 

Apple came along with a California attitude.  A fresh way of thinking about computers.  The Apple ][ was something you could take home and the whole family could use.  Yes, it would crunch numbers and write reports, but it could also play games.  And they had a different attitude towards business.   No ties.  Jobs used to wander around the office barefoot.  This was a time when people left the dreary industrial northeast to start a new life in the golden state.  Ever hear "California Dreaming?"  These attitudes gave "the suits" indigestion.  But Apple used this to attract the kind of people who wanted to change the world.
 

This is why it's on there, and this is why they're still proud of it. 

here, here!!!

thanks, I was going to Google it when I had time.

post #185 of 265

I work in advertising and this ad made me cringe when I first saw it.  It is over-thought and feels like it came out of endless committee meetings.  Jonny Ive is a design genius, but my fear is that his personality is now the driving force behind Apple.  He tends to be overly careful, afraid (like Tim) of making any mistakes.  This was all fine when you had Steve Jobs' fire and bravado driving things as it achieved a beautiful balance within the company.  Now that Steve is gone, we have very careful people running things, afraid of making the wrong move.  It's no surprise that the things that were on the drawing board when Steve died are likely still on the drawing board as they ponder and think, trying to get them perfect while the rest of the world moves on.  This lousy ad is perfectly suited to all that kind of thinking and the overly safe place that Apple has become.

post #186 of 265
Quote:
Originally Posted by Commodification View Post


Basically their commercial says that their products are great because they are designed by really over paid 'free' Californians and built by mostly by really poor 'slave-like' Chinese that they don't want to mention. The only different from this and the old slave plantations of the south is that Apple has better advertising.

 

Sorry if that's your interpretation of of it, but it's completely wrong.

 

"Designed in California" is JUST a signature that their products bare. No where in any of the commercials is it implied that the products are better because they are designed in California.

 

If you actually knew what the hell you were talking about... You would know that right next to, "Designed in California" it also says, "Assembled in China" on their devices.

Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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post #187 of 265
Quote:
Originally Posted by ttong_atx View Post

It may have been a little more effective if it wasn't only "Desinged" in CA but also assemled in America. I think they were trying to be more American after all of the Foxconn and tax crap going on right now.
Very few people care that their iPhone isn't assembled in the USA. It's just a manufactured issue by the media/bleeding heart liberals.
post #188 of 265
Quote:
Originally Posted by Commodification View Post


So the fact that very poor people from rural areas China stand in line to work in factories in urban China mean that they have true economic and political freedom? It's like poor southern slaves standing in line at the neighboring plantation because that plantation will beat them slightly less 

 

You CANNOT compare forced slavery to low wages.

 

China's current labor issue is EXACTLY the same as the US over 100 years ago and it HAS NOTHING to do with slavery. Manufacturing jobs in the US and horrible labor conditions were the norm even up into 70's in some parts of this country. People had to work long hours, in poor conditions and got paid very little.

 

There were even some companies that paid their employees in company credits, not legal tender. The employees had to shop in company stores and live in company housing developments. Employees had very little rights.

Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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post #189 of 265
Quote:
Originally Posted by bennettvista View Post

I work in advertising and this ad made me cringe when I first saw it.  It is over-thought and feels like it came out of endless committee meetings.  Jonny Ive is a design genius, but my fear is that his personality is now the driving force behind Apple.  He tends to be overly careful, afraid (like Tim) of making any mistakes.  This was all fine when you had Steve Jobs' fire and bravado driving things as it achieved a beautiful balance within the company.  Now that Steve is gone, we have very careful people running things, afraid of making the wrong move.  It's no surprise that the things that were on the drawing board when Steve died are likely still on the drawing board as they ponder and think, trying to get them perfect while the rest of the world moves on.  This lousy ad is perfectly suited to all that kind of thinking and the overly safe place that Apple has become.
Jony Ive doesn't run Apple marketing. Also, if Ive was really afraid of making mistakes would we have a completely redesigned iOS and MacPro (both of which have received their fair amount of criticism)?
post #190 of 265

Ace Metrix, the company Bloomberg relies on, just signed Samsung up as a major customer. Funny Bloomberg fails to mention that. 

post #191 of 265
Quote:
Originally Posted by mjtomlin View Post

 

Wow! You're an extremely ignorant person! You CANNOT compare forced slavery to low wages.

 

 

Sure you can. If you are forced to work in pitiful conditions and have no say in how you are treated it can be compared to slavery. Some factories in China control every aspect of a person's life as the workers are also residents. 

 

Name calling really drives your attempted point home. Not. 

post #192 of 265
Quote:
Originally Posted by Rogifan View Post


Jony Ive doesn't run Apple marketing. Also, if Ive was really afraid of making mistakes would we have a completely redesigned iOS and MacPro (both of which have received their fair amount of criticism)?

He may not run it, but he is the #1 creative force at the company.  Jobs set it up so that Jonny answers to no one.  It's natural that his creative spirit is now informing everything Apple does.  Jonny is amazing, but with both Steve gone and Forstall (who was his sparring partner) out of the picture.  It's all Yin and no Yang.

post #193 of 265
Quote:
Originally Posted by TBell View Post

Ace Metrix, the company Bloomberg relies on, just signed Samsung up as a major customer. Funny Bloomberg fails to mention that. 

What also interesting is the fact that this report was from Bloomberg which is always ready to pick on Apple's negative. The good question is if the ad's done well, will it report it? My guess is no.

And the better question is, why do we still give any weight on this publication? It will never give us a good full picture of Apple.

post #194 of 265
Quote:
Originally Posted by mjtomlin View Post

 

You CANNOT compare forced slavery to low wages.

 

China's current labor issue is EXACTLY the same as the US over 100 years ago and it HAS NOTHING to do with slavery. Manufacturing jobs in the US and horrible labor conditions were the norm even up into 70's in some parts of this country. People had to work long hours, in poor conditions and got paid very little.

 

There were even some companies that paid their employees in company credits, not legal tender. The employees had to shop in company stores and live in company housing developments. Employees had very little rights.

 

Apparently you must not be in manufacturing. Watch this video to give yourself an education how extreme low wages and slavery go hand and hand @

We become what we behold. We shape our tools and then our tools shape us.- Marshall McLuhan

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post #195 of 265
I think Sammy has a new ad out: Designed by Apple and Copied by Samsung in Korea.
post #196 of 265

Let's think a bit about who this ad probably targets.

 

In a few months 10's of millions of iPhone 4S users will be renewing their contracts.

 

This ad reminds people of what the Apple experience means as a counter to the $6 Billion+ advertising campaign mounted by Samsung along with concerted efforts to spread misinformation on various forums all over the web.

 

Apple does not need these people switching to some shitty Android phone with a giant screen due to overhyped expectations fed by Samsung.

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post #197 of 265
Quote:
Originally Posted by Commodification View Post


Basically their commercial says that their products are great because they are designed by really over paid 'free' Californians and built by mostly by really poor 'slave-like' Chinese that they don't want to mention. The only different from this and the old slave plantations of the south is that Apple has better advertising.

Actually slavery has a rather large difference from the Chinese worker experience. The slave

1) is property
2) no legal rights of person hood
3) no pay
4) cant end the contract to work
5) has no rights to free time, or time off etc.

Chinese workers

1) are not property
2) have legal rights of person hood
3) get paid
4) can end the contract to work
5) has rights to free time, or time off etc.

Which is pretty much the same as the america except he is earning less. earning less is not slavery.
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post #198 of 265
Hey Oliver, how about doing a little research before spreading misinformation such as this? The survey was conducted by an agency who works for Samsung. What do they pay you for?
post #199 of 265
Quote:
Originally Posted by freediverx View Post

Hey Oliver, how about doing a little research before spreading misinformation such as this? The survey was conducted by an agency who works for Samsung. What do they pay you for?

Link?
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post #200 of 265
This ad sucks, pure and simple. The main reason is that it sounds arrogant. "Every idea we touch enhances each life it touches". Really? I guess you've never sat at a Genius Bar and listened to people whose lives aren't enhanced because of shoddy quality control or because they decided to make devices that are as breakable as Baccarat Crystal.

Apple used to be great. Now, they are merely good but they still are trying to convince us%u2014or themselves%u2014that they are still great. Lame ads are not going to do it, unfortunately, only great products will. It's time to get back to that.
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AppleInsider › Forums › General › General Discussion › 'Designed by Apple in California' ad ranks poorly in consumer survey