Today in Apple history: ‘Misunderstood’ iPhone ad wins Emmy

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The heartwarming
"Misunderstood" earns Apple its second Emmy.
Photo: Apple

Aug 18 Today in Apple history: Apple's 'Misunderstood' iPhone ad wins Emmy August 18, 2014: A Christmas-themed iPhone ad lands Apple an Emmy for “Most Outstanding Commercial of the Year.”

The prize-winning spot is Apple’s “Misunderstood” iPhone 5s ad. It depicts a silent teenager who won’t spend time with his family at Christmas because he’s too busy with his iPhone. At the end of the ad, he reveals that he’s not actually being a misanthrope. He used his iPhone and iMovie to shoot and edit a heartwarming family montage!

iPhone ads appeal to young people, confuse their elders

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What you think of recent iPhone ads depends heavily on when you were born.
A new study finds that what you think of recent iPhone ads depends heavily on when you were born.
Photo: UserTesting

Apple’s latest TV ads are fast-paced and colorful. But a study by a market-research firm finds that Baby Boomers feel these ads aren’t aimed at them.

The analysts theorize this is because Apple isn’t trying to advertise the iPhone to anyone but young people.

Today in Apple history: It’s time to ‘Think different’

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Think-Different
And just like that, a catchy slogan turns into an earworm.
Image: Apple

August 8: Today in Apple history: Steve Jobs introduces new Apple new slogan, Think different August 8, 1997: At Macworld Expo, Steve Jobs introduces the world to Apple’s new slogan, “Think different.” The catchy marketing reassures fans that Apple is exiting its mid-1990s dark age and once again making products customers will love.

It’s the beginning of Apple’s most iconic advertising campaign since the original “1984” Macintosh ad.

Steve Jobs’ marketing guru slags Apple advertising as boring

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Author Ken Segall worked in advertising with Steve Jobs for more than a dozen years. His new book is called Think Simple.
Ken Segall worked in advertising with Steve Jobs for more than a dozen years. Now he'd like CEO Tim Cook to Think Different about marketing.
Photo: Doug Schneider Photography

Quick, what’s the advertising slogan Apple uses for the iPhone X? How about for the iPad? What was the theme of the last Apple ad you saw?

If you shrugged your shoulders at all these questions, then you’ll understand why a former Apple ad man sees problems with the company’s current advertising strategy.

Today in Apple history: Martin Scorsese helps Apple promote Siri

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Scorsese Siri
"Hey Siri, am I here to f***ing amuse you?"
Photo: Apple

July 23: Today in Apple history: Martin Scorsese helps Apple promote Siri July 23, 2012: Looking for the perfect spokesman for its new Siri virtual assistant, Apple turns to the filmmaker behind some of Hollywood’s most violent gangster movies.

That’s what happens when a new television ad debuts showing legendary film director Martin Scorsese using Siri. The latest of Apple’s celebrity-studded Siri ads, this turns out to be among the best.

New Apple Pay ad miraculously makes payments funny

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New ad makes Apple Pay in Messages easy and funny.
Warning messages from your landlord aren't always a joke, but a new ad for Apple Pay in Messages is.
Screenshot: Apple

Apple Pay isn’t just for trips to Starbucks. It can also be used to send or receive money from friends. Or your landlord, as shown in a humerous new ad.

Money can be transferred in a simple text using the Messages app. This works for sending and receiving the cash, after Apple Wallet has been properly set up.

Watch the new advertisement for Apple Pay in Messages now:

Today in Apple history: Paul McCartney is unlikely star of iTunes ad

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An vividly animated Apple ad showcases Paul McCartney's
An vividly animated Apple ad showcases Paul McCartney's "Dance Tonight."
Photo: Apple

June 14: Today in Apple history: Paul McCartney iTunes ad features Dance Tonight June 14, 2007: Paul McCartney sings his new song “Dance Tonight” in an iPod + iTunes ad, the latest in a series of spots starring music industry legends.

The new animated ad signifies a thawing of the icy relationship between Apple and McCartney, whose original band The Beatles has been locked in a legal battle with Cupertino for decades.

Today in Apple history: Brilliant ad campaign turns switcher into unlikely star

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Apple's
Apple's "Switch" ad makes Ellen Feiss internet famous.
Photo: Apple

June 9: Today in Apple history: Ellen Feiss becomes an unlikely star thanks to Apple's Switch ad campaign June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. Apple’s biggest marketing effort since the “Think Different” ad campaign a few years earlier, it turns 15-year-old high school student Ellen Feiss into an unlikely star.

She becomes a viral sensation after viewers suggest she was stoned during filming of her sleepy-eyed “Switch” spot about a homework-devouring PC.

Today in Apple history: Steve Jobs says Apple is being run by ‘caretakers’

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1984
Steve Jobs thought ditching ad agency Chiat/Day proved that Apple had lost its creative mojo.
Photo: Apple and Chiat/Day

May 27: Today in Apple history: Steve Jobs says Apple is being run by caretakers May 27, 1986: An exiled Steve Jobs takes a shot at Apple after the company ditches Chiat/Day, the ad agency that created the iconic “1984” Macintosh ad.

In a full-page ad published in The Wall Street Journal, Jobs says the move to competing ad agency BBDO shows that “caretakers” rather than “builders” now run Apple. From his perspective, it confirms that Apple has lost its revolutionary spirit.