The new iPhone 6s ads are horrible. Truly execrable. What happened?
Go back and look at the circa 10-years-ago iPod ad with the sillhouettes. It is un-believable. It may be the best ad ever, so cool it was lethal.
The ethos of the 6s ads (“the only thing that’s changed is everything”) is like a vicious, snotty, unfunny parody of an Apple ad. The first time I saw it I checked to make sure it wasn’t the time-slot for SNL.
The one with the guy signing up for the scam* e-mail via Siri is even worse. What on earth were they thinking? How was this approved? What does this say about the current culture within Apple that it was?
Both ads commit the cardinal sin in advertising: they talk down at you like Regina George from Mean Girls. They are smug, sarcastic, self-superior and directly mock the people who appear in the ads and so by extension the consumer.
If I had to describe the campaign in a nutshell it would be “Apple thinks you are a shmuck.” This may of course be true but that is not the point.
* So Apple has spam-filter quality from 1997? Hmm, is that really the best message for a technology company to send in advertising?