Seems interesting that Apple is continuing to roll out new iPhone commercials on a quasi-frequent basis since the iPhone’s launch, and running them ad nauseum. Apple’s pattern in the past has been to show off product-specific commercials during the event in which the product is first announced, then allow some of those commercials to find their way to the air after the product is shipping, and not run them nearly often enough.
The new plan of attack could signal a few things:
– The iPhone is such a new concept (to the average consumer) that Apple feels it needs to take every opportunity possible to explain it to mainstream consumers
– Apple has finally figured out that product-specific ads can and do work, and are worth running
– Apple knows it’s already bet the farm reputation-wise on the iPhone, and sees no reason to stick to its usual reserved nature when it comes to product-specific ads
– iPhone sales have begun to slip already and Apple is trying to be proactive.
I suspect that it’s some combination of the first three. I saw enough iPhones at O’Hare Airport alone this past weekend to make me think that there’s no way it’s the latter. But I do find it interesting that one of the new ads does seem to go for the jugular in explaining that the iPhone is an iPod, whereas an earlier ad took the “iPhone is better than an iPod” tack. Could it be that Apple hasn’t done enough to make people realize that the iPhone is a fully functional iPod-like music player in addition to forty-two other things it does?
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