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Apple's New iPhone 5c print ads focus on color

post #1 of 24
Thread Starter 
Apple's latest billboard ad campaign focuses exclusively on iPhone 5c, highlighting one color at a time with zero attention given to the product's specifications or price.

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The new ads have appeared on San Francisco's street billboards, bus stops and kiosks, alternating between two designs. The first is a tall poster depicting simply the back of a single color of the iPhone 5c.

Above, a green iPhone 5c stands on a matching green backdrop on Market Street in the Financial District. Nearby, a tall red on red poster (below) stands opposite the Metreon mall.



A series of other posters display a bottom and the rear of two phones of the same color against a matching backdrop, with "iPhone 5c" sandwiched in-between.





At the top of the ad, the bottom of one phone highlights its iconic single Home button and the default row of apps that ship with the phone, including Mail, Safari and Music, in their new iOS 7 editions.

Underneath, the top rear of the phone depicts a camera with flash and a prominent Apple logo. The ultra simple posters focus all attention the style of the new model, with no mention of price, size or components. The word "Apple" does not even appear.

The new print campaign reflects a more serious hue than Apple's playful "Greetings" television spot for iPhone 5c, which portrays a colorful set of characters around the world, interacting with the new phone in a global tapestry of literal and figurative color.



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The new ads contrast with Apple's recent iPad advertising, which has been almost singularly focused on third party apps. However, the color-centric campaign for iPhone 5c mirrors Apple's longstanding focus on color in its iPod line, which began with the 2004 iPod mini and progressively overtook the entire lineup.

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Apple?s focus on color with iPods culminated in last year's spectrum of iPod touch and iPod nano options, featured in the iPod Bounce commercial (below).



Prior to the last decade of iPods, Apple began introducing bright colors into its Macintosh marketing with the 1998 iMac, which stood out from typical beige and black PC boxes by offering translucent plastics infused with color, a trend carried forward by Apple?s consumer iBooks and even its high end Power Mac G3 and G4 product line.
post #2 of 24

"'C' is for color, that's good enough for me..."

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #3 of 24
... and this is why I think the 5c's popularity will depend on a younger generation where having a colorful accessory could be trendy.

It's very distinguishable from the other colorful phones.

You get Miley or Niall holding a 5c and it'll be the must have phone.
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post #4 of 24
What else were they going to focus on?
post #5 of 24
Kinda weird that the simplicity of these billboards are so incredible ... I don't know, cool. Guess I'm prejudiced, but still, very cool.

Oh, and DED, you'd might want to step aside when taking a picture of a reflective surface.
"See her this weekend. You hit it off, come Turkey Day, maybe you can stuff her."
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"See her this weekend. You hit it off, come Turkey Day, maybe you can stuff her."
- Roger Sterling
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post #6 of 24

Elegant! As usual! :)

post #7 of 24
More advertising where the focus on the competiton is zip, zero, nada. Take note Microsoft.
post #8 of 24

Are images of the iPhone 5C in short supply?

 

If you're going to be original, then you can count on being copied.
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If you're going to be original, then you can count on being copied.
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post #9 of 24
Quote:
Originally Posted by island hermit View Post

... and this is why I think the 5c's popularity will depend on a younger generation where having a colorful accessory could be trendy.

It's very distinguishable from the other colorful phones.

You get Miley or Niall holding a 5c and it'll be the must have phone.

Who knows where Miley will stick it. Thanks but no thanks. 1smile.gif
post #10 of 24
Quote:
Originally Posted by jungmark View Post


Who knows where Miley will stick it. Thanks but no thanks. 1smile.gif

 

She's a small gal... the 5c would cover her perfectly.

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post #11 of 24
Quote:
Originally Posted by AppleInsider View Post

Apple's latest billboard ad campaign focuses exclusively on iPhone 5c, highlighting one color at a time with zero attention given to the product's specifications or price.

 

 

No one ever accused Apple of not having brilliant marketing.  If you deliver low specs, at a high price....  Ignore those and focus on... Color!

 

Those are some very elegant and well done ads though.

post #12 of 24
Quote:
Originally Posted by GTR View Post

Are images of the iPhone 5C in short supply?



I was going to comment on that. I understand that articles on the same device might not happen too often in a row but they could at least have a few images to choose from. Even saving a quick mirror or zoomed version of the image would help AI look a little more professional.
post #13 of 24
Quote:
Originally Posted by Frood View Post

No one ever accused Apple of not having brilliant marketing.  If you deliver low specs, at a high price....  Ignore those and focus on... Color!

Those are some very elegant and well done ads though.

Elegance is one of the specs, and it's essentially priceless.
post #14 of 24
Quote:
Originally Posted by Frood View Post
 

 

No one ever accused Apple of not having brilliant marketing.  If you deliver low specs, at a high price....  Ignore those and focus on... Color!

 

Those are some very elegant and well done ads though.

 

What competing phones offer specs similar to iPhone 5c at a lower price?

 

The majority of Android and WP are gunning for the very low end market at cheaper prices, but what phones offer iPhone 5-class hardware for noticeably less? iPhone 5c is comparable to the Galaxy S4, and in many markets its cheaper. 

post #15 of 24
Quote:
Originally Posted by Frood View Post

No one ever accused Apple of not having brilliant marketing.  If you deliver low specs, at a high price....  Ignore those and focus on... Color!

When has Apple ever focused on specs in its advertising?
post #16 of 24

If Apple sells those ad posters, I'd buy them. Beautiful graphic design, beautiful industrial design, big bold uncluttered, and with striking color. Only problem is, it'll make me look like an iPhone reseller having these posters up on my walls.

post #17 of 24
Maybe I missed it, but I'm pretty sure I didn't hear a "Yeoboseyo" in that ad.
post #18 of 24
Quote:
Originally Posted by island hermit View Post

... and this is why I think the 5c's popularity will depend on a younger generation where having a colorful accessory could be trendy.

It's very distinguishable from the other colorful phones.

You get Miley or Niall holding a 5c and it'll be the must have phone.
I have already seen people with 5S, no 5C obviously apples 100% advertising 5C and 0% 5S is more obviously closer to opposite I expect a 90% 5S sales on apples side, they are closer to android and I hope this stops, as my mom said"the 5C is a cheap plastic phone (she would never buy plastic if there's alternative) but the 5S is advertising for the rich in the (commonly considered more rich) gold color.
post #19 of 24
I've already seen numerous 5Cs in the wild. Primarily the white model though.

Even so I've stills seen far more 5Ss than 5Cs.
post #20 of 24

Someone should take the old iMac ad ("She Comes in Colors") then have the iMacs morph into iPhone 5c's.

 

http://www.youtube.com/watch?v=lcBpXYI1r3Q

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"You can't fall off the floor"   From 128k Mac to 8GB MBP

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post #21 of 24
Quote:
Originally Posted by Frood View Post
 
Quote:
Originally Posted by AppleInsider View Post

Apple's latest billboard ad campaign focuses exclusively on iPhone 5c, highlighting one color at a time with zero attention given to the product's specifications or price.

 

 

No one ever accused Apple of not having brilliant marketing.  If you deliver low specs, at a high price....  Ignore those and focus on... Color!

 

Those are some very elegant and well done ads though.

 

Low specs? the 2nd fastest phone by a large margin and the only phone (besides the 5 and 5s) that can run the most awesome software at the fastest speed because:

 

a) some is iOS only;

b) when available on Android, it is still much faster on iOS.

 

Can you explain it better, please?

post #22 of 24
Quote:
Originally Posted by blackbook View Post

I've already seen numerous 5Cs in the wild. Primarily the white model though.
 

 

Your username reminds me of something ...

 

I bought the first MacBook, and spent the extra $100 premium just to get in black (OK I justified it for the larger hard drive and RAM, but still paid more for the same configuration in stock white). Many people paid that black premium.

 

So why not offer a black model for less than the colors? Charge a premium for the choice of color and help make the phone more affordable with an obvious sacrifice. 

 

Frankly, I'm not surprised white is selling best. Those colors are not very appealing. Especially Pepto Bismal pink. People don't want to get saddled with a color they don't love. My mom loves blue, but she would hate the color blue used on the 5c. Yellow is about the only color that seems universally acceptable to most yellow lovers. If someone were going to put the phone in a case anyway, I don't see a particular color being sold out stopping a sale. But otherwise, what happens, they go to another store and try to get the color they want, or do they just buy a Droid? -- Speaking of which, a friend was showing off his Nokia Windows phone and after showing off its "cool" features, admitted he made a mistake as it has no apps, but it was cheap and available in his favorite color choice, though that aspect was concealed in a black case.

post #23 of 24
I like the colors- and the phone feels great. Outside of cost, obviously- I'm curious why they picked plastic instead of the colored aluminum like that of the iPod touch. I still think that's the best engineered device they've had in the last 5 years. The iPod touch is gorgeous, and ridiculously light and thin.

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2012 27" iMac i7, 2010 27" iMac i7, 2011 Mac Mini i5
iPad Air, iPad Mini Retina, (2) iPhone 5S, iPod Touch 5
Time Capsule 5, (3) AirPort Express 2, (2) Apple TV 3

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post #24 of 24
Quote:
Originally Posted by Mac_128 View Post

Your username reminds me of something ...

I bought the first MacBook, and spent the extra $100 premium just to get in black (OK I justified it for the larger hard drive and RAM, but still paid more for the same configuration in stock white). Many people paid that black premium.

So why not offer a black model for less than the colors? Charge a premium for the choice of color and help make the phone more affordable with an obvious sacrifice. 

Frankly, I'm not surprised white is selling best. Those colors are not very appealing. Especially Pepto Bismal pink. People don't want to get saddled with a color they don't love. My mom loves blue, but she would hate the color blue used on the 5c. Yellow is about the only color that seems universally acceptable to most yellow lovers. If someone were going to put the phone in a case anyway, I don't see a particular color being sold out stopping a sale. But otherwise, what happens, they go to another store and try to get the color they want, or do they just buy a Droid? -- Speaking of which, a friend was showing off his Nokia Windows phone and after showing off its "cool" features, admitted he made a mistake as it has no apps, but it was cheap and available in his favorite color choice, though that aspect was concealed in a black case.

I loved my black MacBook before I upgraded to the Pro.

I paid the $100 color premium just to be different because at the time it seemed EVERYONE was buying white MacBooks.

Anyway I asked a girl who had bought the white 5C, why she chose white and she said, she actually wanted blue or pink but both were sold out. She settled for the white instead and bought a blue and pink Apple case.

Quote:
Originally Posted by Andysol View Post

I like the colors- and the phone feels great. Outside of cost, obviously- I'm curious why they picked plastic instead of the colored aluminum like that of the iPod touch. I still think that's the best engineered device they've had in the last 5 years. The iPod touch is gorgeous, and ridiculously light and thin.

Agreed.
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