Apple marketing

Apple used a giant glass Apple TV logo, colorfully lit and filmed in a studio, to create the new visual branding that will run before the streaming service’s shows.

The translucent logo seems to flip like the pages of a book, with colors changing all the while, in the mesmerizing video snippets.

“Many might assume the visual effects were made digitally, but in fact, it was all done practically using glass and captured in-camera,” Ad Age reported Wednesday.

A short behind-the-scenes video shows the extraordinary lengths the streamer and its storied ad agency went to create the striking visuals.

July 27, 1955: Joanna Hoffman, who will join the original Macintosh and NeXT teams and become Steve Jobs’ first right-hand woman, is born in Poland.

Six months younger than Jobs, the marketing executive is one of the few people willing and able to stand up to the oftentimes-fierce Apple co-founder during the first part of his career.

Apple posted a clever new marketing tool Friday that puts students in charge of making their own sales pitch — a customizable template called The Parent Presentation, designed to help convince parents that a Mac is essential for college success. And it comes complete with a video demo by comedian and Saturday Night Live performer Martin Herlihy (part of the trio behind those Please Don’t Destroy digital shorts videos, which are a lot funnier than his work here, to be honest).

Update: Apple made the YouTube video private for unknown reasons Saturday. It remains offline, although The Parent Presentation is still available as a free download.

A “haptic trailer” for Apple Original film F1: The Movie adds a new dimension to all the roaring race cars and manic pit stop maneuvers. When viewed on an iPhone, the first-of-its-kind trailer triggers the device’s Taptic Engine in sync with the on-screen action.

The unique trailer Apple released Monday is the buzziest movie gimmick since Percepto!, the system of electric buzzers placed underneath theater seats by director William Castle to stoke interest in his 1959 horror flick The Tingler.

June 10, 1977: Apple Computer Inc. ships its first Apple II computer.

A hulking beige behemoth with 4KB of RAM (upgradeable to a whopping 48KB), the Apple II is the computer that will define Apple for a generation of fans. Retailing at $1,298, it cost the equivalent of a handful of MacBook Pros today  — even though it seemed a total bargain at the time.

May 21, 2010: Apple quietly ends its award-winning “Get a Mac” ad campaign. Debuting in 2006, the ads starred actor Justin Long as the cool, youthful Mac. Comedian John Hodgman portrayed the stuffy, awkward PC.

Alongside the “Think Different” and iPod “Silhouette” campaigns, “Get a Mac” will become one of the most fondly remembered extended advertising blitzes in Apple history.

April 18, 1996: Apple unveils a massive $15 million promotional tie-in for the Mission: Impossible movie starring Tom Cruise.

Designed to promote the PowerBook, which Cruise uses in the spy flick, the marketing campaign comes at a particularly bad time. Attempting to climb back into the black after reporting its largest quarterly loss ever, Apple is in the middle of trying to perform its very own impossible mission. And that’s just the start of the problems.

February 1, 2010: The tech-loving world goes into meltdown at the sight of comedian Stephen Colbert using a prerelease iPad to read nominations during the Grammy Awards show.

“Jay-Z, did you not get one of these in your gift bag?” Colbert quips from the stage. “Am I cooler than you?”

The celebrity sneak peek is all part of Apple’s big (and wildly successful) plan to hype its upcoming tablet.

Apple TV+ dropped a Severance promo video Friday with cast members reading and (mostly) debunking online fan ideas guessing at answers to the show’s mysteries. But at the end of the video, executive producer and director Ben Stiller offers a clue that “no one talks about.” Is it a real clue, or is he just trolling everybody?

You can view the new fan-theory video and an older one below. They mention many theories, though even more exist online. And some fans says these videos ignore the best theories that seem more likely to be true (take your pick from cloning, aliens and more).

In yet another promo for Apple TV+’s intriguing workplace thriller Severance, Apple CEO Tim Cook gets in on the action. Severance director and executive producer Ben Stiller dropped a video Friday morning on X.com starring the mild-mannered tech honcho. Cook reports for orientation as an innie on the severed floor of Lumon Industries.

The video is short, but Cook isn’t bad — especially in the elevator, where he shows his severed transformation in consciousness (with the help of some special effects). Then, near the end of the video, he made me laugh out loud.

In yet another creative promo for its hit workplace thriller series Severance, Apple TV+ dropped a new video Wednesday that masquerades as a Lumon Industries management training video.

“Lumon Industries is proud to present the Lumon Management Program — otherwise known by its breviloquent moniker of LUMP,” Apple TV+ wrote on X, announcing the video. “Today’s practicum: Integrating New Team Members.”

Commuters trudging through Grand Central Station in New York City got an eyeful of Apple TV+ series Severance on Tuesday. That’s because employees of the bizarre workplace dramedy’s fictional Lumon Industries appeared to work on Lumon terminals behind glass for all to see in the historic train terminal’s grand halls.

Severance stars Adam Scott, Zach Cherry and Britt Lower entered the fake Lumon workspace Tuesday afternoon. And soon enough, Patricia Arquette and Tramell Tillman appeared. Earlier in the day, other people staffed the workstations.

That promotional stunt and a new “Lumon Is Listening” video, which promotes Lumon’s Severance brain surgery as a work-life balance solution, go hand-in-hand with the show’s own creepy weirdness. Check out the images and video below!

The Apple TV+ marketing department sure kept itself busy Tuesday. A space-suited denizen of the streamer’s hit sci-fi series Silo showed up in the stands at an NBA game ahead of the show’s season two finale, which arrives Friday.

Earlier Tuesday, a Severance office popped up in New York City’s Grand Central Station. The pop-up drew stars from the show as well as plenty of curious commuters ahead of the Severance season two premiere, which also arrives Friday on Apple TV+.

Apple TV+ ran a full-court press on the promo stunts this week, a departure from the norm. What else could be in store?

Beats and Major League Soccer (MLS) struck a multi-year deal Monday to make the Apple headphones subidiary the official consumer audio products partner of the league. That will include eight custom-branded Beats headphones for MLS teams delivered initially. Headphones for the other 22 clubs will follow.

“We are extremely excited to join forces with the MLS, one of the fastest growing and most dynamic sports leagues in the world,” said Chris Thorne, Beats CMO. “Beats will be working closely with the MLS clubs and top players to deliver amazing experiences throughout the upcoming season.”

Check out Apple’s new video for the Vision Pro: It’ll definitely give you FOMO. Labeled a “guided tour,” the 10-minute video shows a newbie user testing the AR/VR headset for the first time.

You’ll see lots of moments where the newbie gasps with Steve Jobs’ famous childlike wonder. But while Vision Pro looks amazing for consuming media, the video suspiciously skips over work you might do with Apple’s new spatial computer. It’s mentioned, but briefly: Here’s your workspace, now let’s watch Godzilla!

Even if you have zero interest in buying a $3,499 mixed-reality headset, you should stop right now and watch the new Making Apple Vision Pro video. It’s an absolutely mesmerizing video that shows the elaborate manufacturing process for Apple’s upcoming “spatial computing” device.

It takes just over a minute to watch, and it’s truly stunning!

Apple execs uttered the term “5G” so many times during Tuesday’s iPhone 12 unveiling that they could have triggered semantic satiation. (That’s when you hear something so many times that it starts to sound … really weird.)

If their repetition of the word didn’t burn 5G into your brain — or turn your gray matter into mush — the 5G supercuts that followed certainly will.

Question: How do you get billboards for a new product up as quickly as possible after launch, without spoiling Apple’s perfectly orchestrated unveiling? Answer: You put up the billboard, then add the product afterward.

If that sounds like way too much effort, we’re guessing you won’t be hearing back from Apple about your marketing job application anytime soon.

Excerpted from Live from Cupertino: How Apple Used Words, Music, and Performance to Build the World’s Best Sales Machine by Michael Hageloh and Tim Vandehey.

Prologue: What were once devices are now habits

When I set out to write this book, one of my goals was to see if I could insult fifty million people in one sentence. Here goes. Years ago, before I was excommunicated from New York City and became a resident of Texas (a state so backward that someone in our town once asked my wife and me if being Jewish was like being Catholic), I lived in Florida, which is so appealing to the unbalanced that when I took the “Florida Challenge” (where you google “Florida man” and your birthday to see what kind of headlines pop up) for April 24, the first result read, “Florida man kisses venomous snake and is immediately bitten on the lips.”

Mission accomplished. Now, let’s move on.

Cupertino’s marketing department unleashed a slew of fancy new Apple buzzwords to describe iPhone 11 features landing in stores later this month.

On a podcast this week, I heard the hosts complaining that they get all kinds of spam notifications from Apple. Their iPhones pop up promotional alerts about Apple Pay, apps, Apple Music, Apple Pay, podcasts and more.

“WTF?” I thought, because I don’t get anything like that. I checked through my notification preferences, sure that I’d find something in there, but no. So why wasn’t I getting all this Apple spam?

Because Apple hid the setting. You can turn off all those junky Apple spam notifications. You just have to know where to look.

Apple has received virtually every award there is for advertising and marketing, but one announced this week caught the company by surprise.

The Cannes Lions International Festival of Creativity announced it would award Apple Creative Marketer of the Year for 2019, a first for the company.

Apple is resorting to very un-Apple marketing strategies to try and bolster sales of this year’s new iPhones, a report claims.

These strategies include discount promotions via “generous” device buyback terms. The company is even moving marketing staff from other projects to try and come up with ways to move the iPhone XR and XS off the shelves. This could be proof positive that the new iPhones haven’t been selling as expected.

Apple and DJ Khaled made a commercial of true cross-promotion genius. Khaled gets to plug his latest single No Brainer by plugging Apple Music. Siri, HomePod and iPhone X also each get a turn to shine.

But stealing the minute-and-half show was Khaled’s toddler son, Asahd, who, with help from the voice of comedian Kevin Hart, is caught with an iPhone X in a highchair nagging his attorney to aggressively negotiate for more money.

Apple challenges Apple Watch users of any age to “close your rings” in a new series of high-energy ads for its smartwatch.

The short, 15-second spots debuted on Apple’s Australian YouTube channel. It’s likely they will roll out internationally before long. Check them out below.