In 1984, Apple released a commercial that changed the history of advertising.
Though this commercial was only aired during the Super Bowl, it caused ripple effects around the country, being shown incessantly on news shows that night. The commercial won many awards, including the 1984 Cannes Grand Prix and “Best Super Bowl Spot” in the entire game’s history.
This commercial didn’t dumb down its audience, but called them to action and actually think…at least, that’s what Apple was trying to say.
Fast forward to present day and Apple has taken over the market. Though Apple tries to maintain its legacy as the innovative brand, it is thought of by many as the Big Brother of computer and mobile companies. Samsung made that point clear in a 2012 commercial:
Though the ad above did not make as many headlines as Apple’s 1984 ad, it does raise a very good point. Apple can be innovative and new, but it can no longer be the “rebel” brand. Sorry Apple, but the iPhone is the mainstream “must-have” product for everyone in America over the age of 13. So much for being unique.
With this change in market share came an unfortunate change in Apple’s marketing strategy. Apple’s innovations have decreased in magnitude with every new product (Really, iPad Mini?). Not only that, but the commercials themselves have taken on a much duller approach, with no literary allusions or epic statements, but with an invisible crowd of lemmings shouting together like on Sesame Street:
Maybe it’s time for a little revolution.