If there is any accuracy to this report, I have to honestly say that I'm not finding this surprising.
While the new ad does have a certain nice touch and perhaps even some sophistication to it, it is also simply boring, cheesy and longish on top of that. As an Apple fan and someone who has probably seen every single Apple ad and someone who has repeatedly watched all Get A Mac ads, I have to admit that I am not the least inclined to watch this recent ad a second time. There is nothing happening and it's just too long.
In addition, it lacks emotion and the classic Apple touch, their ads have always portrayed. I'm not talking specifically about the Think Different campaign, but about ads such as for their Mac lineup, for iPhone and recently for iPad Mini. The piano one was just genius. It was short, it was to the point and after less than a second everyone knew what it was about. The current ad doesn't transmit any such feelings or positive emotions and associations.
Also, unlike certain inspiring clips from Apple, such as the 10 minute video, which apparently didn't make it into the WWDC keynote, it also lacks any kind of inspiration. It doesn't show how this technology is able to change the world. It doesn't show any great things you can do with it or why this product matters in the big picture. It shows people using products in every day situations. This is something most of us do and therefore I'm finding it tedious and uninspiring to watch others do nothing special for as long as a minute in slow motion.
Apart from the ad campaign, I also dislike the new California focus. Yes, the print "Designed by Apple in California" was fantastic and nice. And that's all that was needed to say. That was all fine, however, associating the future of OS X versions with "places" from California was a big mistake in my opinion. Also, because it broke yet another thing that was typical for Apple, and that was to give OS releases a meaningful theme and follow through with them.
In fact I believe this to be the most significant mistake, because there are very few people around the world who even know what Mavericks is and yet alone care to know. However, everyone knew what Sonata was and everyone knew what Tiger was. I believe by creating this disassociation and the fact that most people can not make any relation to the product name, Apple created itself a huge problem. Also, because this message is not very believable. They got the best talent in the world working for them. Their people come from all over the US and from all over the world, just look at the various WWDC presenters and their accents.
When looking around the web for early impressions related to Mavericks, I'm seeing more and more people referring to it as 10.9, rather then to the codename. It just doesn't flow as easily from your keyboard and neither does it from the tongue. Most people don't have a clue as to what it means and as such you see it misspelled as "Maverick" a lot. As if it wasn't bad enough already, lots of people seem to somehow associate it with Top Gun, not sure whether they're making fun or not.
A certain momentum and impact is simply gone in my opinion and I think this is to the worse. I still remember the days where people were actually impressed by OS X and when they asked what it was and you replied "Tiger", they'd say something such as "cool" or "looks great". If you refer to OS X simply as Mavericks these days, I'm sure you get a lot of arched eyebrows and asked "what's that?". I still remember the anticipation they created during the WWDC keynote regarding the naming, including the joke about Sea Lion. Once they announced the name my first thought was "mmh", followed by "what's that anyway?". To me, this is as unimpressive as calling the next OS X, OS X 2013.
Edited by cynic - 6/27/13 at 7:27am