Experts say Apple’s new ads stink; they’re right

You know Apple’s new ads? The ones that show happy people using Apple stuff while some guy with a soothing voice tells you about how awesome Apple’s products are? According to Bloomberg, who cites data from Ace Metrix, consumers have rated these new commercials as the worst Apple has produced in the past year.

Edward Boches, who teaches advertising at the University of Boston, says that Appel was “never a company that bragged about itself”, but now they are, and it’s dreadfully annoying. And you know what? We feel like he, Ace Metrix, and everyone else who makes fun of Apple’s ads have a point. Apple used to tell you why the iPhone was the best phone to own, why the iPad was this cool new thing you had to buy, and why Macs are the best computers to use.

But now?

“Hi, we’re Apple. We’re all about design. Look at all these people, they’re so happy to own our products. Look at them. Don’t you want to be like them? Don’t you want to be happy? No? What’s wrong with you? I’m Jony Ive. Look into my eyes and tell me you’re not happy with iOS 7. I’m going to leave California and find you. And I’ll fix you.”

It’s just not fun anymore.

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  • Sajat Jain

    I think the ad is pretty awesome.

    • moe22

      yah wtf i like this ad. i guess you need to be a high minded person to like it?

      • Crom!

        or be a sheep like the rest of the appletards

        • moe22

          LOL. no i genuinely think some the characteristics of this ad are nice. Maybe your just too dull to understand beautiful things? only SHINY things intrigue you huh. its whatever :P

          • Crom!

            to each their own, but some people are not it seems

          • Anonymous

            I believe the iSheep follow the SHINY.

  • Aaron

    Conversion rate is the bottom line. Cool or stupid is not the issue, and the only person who sees those conversion rate numbers is apple.

    • moe22


  • Crom!

    I don’t understand why almost every tech add always has a scene with just Chinese students (0:09). Cisco, Microsoft, IBM, Apple, Motorola, Google….they all do the same thing. They got a hard on for little Chinese boys and girls? Not hating on the Chinese here but it seems like it’s the de-facto approach to advertizing. I thought the target audience are fat dumb Americans……

    • Dave Foshee

      IDK. I think perhaps they are including Chinese people in their ads because they hope to sell a lot of stuff to this incredibly underdeveloped market.

    • Zhen

      Possibly they want to attract more ‘Asian’ (note not just Chinese) customers, judging how the global economy has tilted recently, these companies that produce consumer and non-consumer products
      want to capture the growing market of the middle-class in Asia. I give
      you an example, 10% of the middle-class in an asian country, can be
      equivalent to almost half or even a whole population of a non-asian
      country. Countries with large populations means hefty business. So back to the topic, asian actors to attract asian markets; in my opinion, the most likely reason.

  • Franklin Richards

    To me the ad just highlights the fact that they have no new product to advertise about and instead advertising about their presence. So it’s Apple’s way of saying “I’m still here, don’t forget about me.”

  • John

    This post is honestly pretty dumb, the commercial is great

  • DJ MD

    This is how you brag about yourself with class.

  • C, N

    All these ads show is that Apple has lost its touch, something that most of us didn’t need an ad to see in the first place.

  • bcsc

    Designed by Apple in California, Assembled in a sweat shop with mass suicide in China. I’d probably just stick with the first bit as well.

  • WTF

    they show Asian people to make them stop buying the knockoff versions in Asia!

  • apples taste good

    Totally agree with the article.. apple continues to be in a nose dive…

    actually Microsoft is using their old marketing strategy, i find it funny and ironic, and of course its going to work. Nothing beats humor.

    i give apple three more years before they lose the large portion of market share with ios.