New ‘Designed By Apple’ Ads A Flop With Fans

Designed-by-Apple-ads

Apple’s new “Designed by Apple” commercials, which boast about the impact of its Mac and iOS devices, are being considered a flop in comparison with previous ad campaigns from the Cupertino company. Fans have criticized the way in which Apple has bragged about itself and the lack of joy in each video.

The latest ad was first uploaded to YouTube on June 10, and it shows happy people using the iPhone, iPad, and Apple’s notebooks while a narrator explains why the “Designed by Apple in California” signature is on every product the company makes.

It’s a heartwarming ad, and it’s great to see these products bringing joy to their users. But clearly not everyone agrees. According to data from Ace Metrix, a consulting firm that analyzes the effectiveness of TV commercials through surveys, Apple’s new ad scores just 489 points on its scoring system, far below previous Apple campaigns.

The industry average is 543 points, and other Apple commercials have received in excess of 700 points. So what’s the problem with the new ads?

“Apple was never a company that bragged about itself,” Edward Boches, a professor of advertising at Boston University, told Bloomberg. “In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.”

That hasn’t been a problem in previous Apple ads, of course, which are traditionally colorful and upbeat with fast and catchy music.

The new ads are seen as a way of communicating the effort Apple puts into each and every one of its devices, and why they are loved by consumers. It attempts to distance Apple from rivals like Samsung, who churn out new smartphones and tablets each and every week.

But they could also be construed as inappropriately political, according to Boches, who, despite being a “huge fan” of Apple, is particularly concerned with the last few seconds of Apple’s new ads which show the words “Designed by Apple in California” while the narrator says “This is our signature, and it means everything.”

“Is this a subtle way of saying we’re not a Korean company? That’s not the way a leader like Apple should talk,” Boches said. “It feels like Apple is groping a bit. I wouldn’t be surprised if this campaign is short-lived.”

Apple has been known to pull adverts that are well received by its fans. Last summer, the company killed a series of commercials featuring Genius Bar assistants that were universally hated.

  • FriarNurgle

    Does Apple even need to advertise anymore?

  • lowtolerance

    Is this a subtle way of saying we’re not a Korean company? That’s not the way a leader like Apple should talk

    What exactly is wrong with an American company making a point of it while advertising to Americans?

    Also, Ace Metrix is the same company that raved about the horrible Microsoft Surface dance ads.

  • Adrayven

    What exactly is wrong with an American company making a point of it while advertising to Americans?

    Also, Ace Metrix is the same company that raved about the horrible Microsoft Surface dance ads.

    Nothing, but news sites needs something sensational to report.. you know.. it gets clicks and is on the internet so it must be TRUE!!!

  • CraigJamesDuffy

    I personally LOVE the new adverts. They are calm and highlight the effort that Apple believe they put into each of their products. And don’t even get me started on bragging; look at samsung and microsoft? They are taking the piss out of Apple quite directly.

  • Whodakat

    First off, shame on Cult of Mac for not specifying that this is Ace Metrix saying this. You know the same people that liked the dancing Surface ads. LOL That says everything I need to know. And this professor is a moron. I get the exact opposite feelings that he describes when I watch these commercials. I don’t think Apple looks indulgent at all, in fact the opposite. Its called craftsman perfecting a craft. We probably don’t know much about that these days, as all we care about is how cheap can China make it and how fast can Korea copy it. And the tagline Designed in California is classic. As classic as the Apple logo. That no one cares where there stuff was designed or made just solidifies my earlier point.

  • wilderide

    Great advert! I’m sorry but there is nothing wrong with Apple stating they are designed in California. If it sets them apart from that awful samsung company, great. I have nothing against Korea (other than it is the home of that horrid company samsung) but I certainly don’t have an issue being American or buying from a company that is proud to be American and Californian. Mr. Boches should stick to failing in the classroom.

  • p8blr

    Personally I think the new ads are great and really heartwarming. Advertising values and feelings rather than outright products is a great outlet for commercials in my opinion.

  • jebworks

    What about brand marketing do these people not understand? This is exactly the kind of quality advertising I expect from Apple as a customer for the past quarter century. The ads are emotional, aspirational and inspiring. What a positive change from the usual blather about features, mostly me-too stuff by Apple’s competitors.

  • Gadget

    Ace Metrix would rather see clicking surface keyboards according to their data. Obviously Apple has nothing to worry about.

  • edivietro

    Oh, please.

    A company that has just been HAMMERED for paying the legal amount of taxes they owe and took a stand to say, “HEY,WE’RE AN AMERICAN COMPANY” is being ridiculed for taking that stand publicly?

    Give me a break.

  • KillianBell

    First off, shame on Cult of Mac for not specifying that this is Ace Metrix saying this.

    It quite clearly says in the third paragraph, “according to data from Ace Metrix…”

  • plaztiksoundz

    May 21st – “Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform.”
    June 26th – Ace Metrix reports that everybody hates the “Designed by Apple” commercials…

    Yeah right…

  • technochick

    This report is FUD. 500 surveys, that’s their study. And who knows how they picked those 500

About the author

Killian BellKillian Bell is a staff writer based in the U.K. He has an interest in all things tech and also covers Android over at CultofAndroid.com. You can follow him on Twitter via @killianbell.

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