Apple’s Marketing: A Shift towards the Juvenile?
When it comes to advertising, only a few brands are known for their consistently iconic output. Up there with the likes of Nike and McDonald’s is arguably Apple, whose ‘Think different’ ads remain cultural touchstones and among the best print ads ever. However, the brand’s latest billboard campaign has led some to suggest Apple’s marketing has ‘fallen off a cliff’.
A Juvenile Design
Large print ads have been popping up across the US to promote Genmoji, one of the new Apple Intelligence features that lets users generate custom emoji via a text prompt. The playful, cartoonish style of the emoji themselves is exactly what you’d expect from Apple, but when plastered on a billboard across the city, the whole thing starts to look a little juvenile – particularly when compared with iconic Apple ads of yore.
Criticism from the Public
The design is not the only issue. The attempt to turn Gemoji into a verb is also causing frustration. "Imagine it. Genmoji it." reads the text on the ads, which sits atop one of various AI-generated emoji. The cut-and-paste look of the ads and the verbification of Gemoji are proving more than a little irritating.
Social Media Backlash
The backlash is evident on social media, with users expressing their disappointment and frustration. "You know I support Apple in almost everything. But this is really embarrassing," one user commented in response to a viral photo of a billboard depicting a fried egg with limbs. Another added, "I will never tire of talking about the pain of seeing advertising die before my eyes."
A Shift in Marketing Strategy?
The problem isn’t just Apple’s dogged commitment to trying to make personalized emoji ‘a thing’. It’s also the sheer crudeness of the design. Apple ads have always been simple, but there’s a difference between a minimal ad featuring a classy product shot (or black-and-white photograph of an artist using said product), and the aforementioned egg with limbs. Whereas previous Apple ads have felt timeless, these Gen Z-baiting efforts probably aren’t going to age well.
A Year of Setbacks for Apple’s Marketing
The issue with Apple’s marketing is not new. The company has had a year of setbacks, apologizing last year for a tone-deaf iPad Pro ad that seemed to advocate the ‘crushing’ of creativity, and a few months later, it apologized again for its stereotypical depiction of Thailand in another ad.
Conclusion
Apple’s latest billboard campaign has led some to question whether the company’s marketing has fallen off a cliff. While the brand’s ‘Think different’ ads remain iconic, the latest efforts seem to be a shift towards the juvenile. The design is crude, and the attempt to turn Gemoji into a verb is met with frustration. As the company continues to experiment with new marketing strategies, it’s essential to remember that simplicity and timelessness are key to creating iconic ads.
FAQs
Q: What is Apple’s latest marketing campaign about?
A: Apple’s latest campaign is promoting its new feature, Genmoji, which allows users to generate custom emoji via a text prompt.
Q: What is the design of the billboards like?
A: The design of the billboards features playful, cartoonish emoji and a cut-and-paste look, which is being met with criticism and frustration.
Q: How has the public reacted to the campaign?
A: The public has been expressing disappointment and frustration on social media, calling the campaign "juvenile" and "embarrassing".
Q: Is this a one-off mistake or a shift in Apple’s marketing strategy?
A: While it’s unclear if this is a one-off mistake or a shift in Apple’s marketing strategy, the company has had a year of setbacks, including apologizing for tone-deaf ads and stereotypical depictions of cultures.
