Apple's New 'Designed By Apple' Ads Flop With TV Viewers

Posted June 27, 2013 at 3:07pm by iClarified | Please help us and submit a translation by clicking here | 11340 views

Apple's new TV commercials that emphasize the company's corporate philosophy are a flop with viewers, reports Bloomberg.

The company’s latest ad, which began airing June 10, has earned the lowest score of 26 Apple TV ads in the past year, according to Ace Metrix Inc., a consulting firm that analyzes the effectiveness of TV ads through surveys of at least 500 TV viewers. The ad scored 489 on the company’s scoring system, below an industry average of 542 and far below past iconic Apple campaigns that often topped 700.

The company is said to be moving away from upbeat ads that promote product features to ads that promote the company as one that makes quality products. However, some say the ads are making Apple come across as self-absorbed.

“Apple was never a company that bragged about itself,” said Edward Boches, a professor of advertising at Boston University. “In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.”

Notably, even the recent ads that showed off montages of people using their iPhones as a camera and music player fared poorly by Apple’s standards on Ace Metrix’s scale, with scores of 560 and 537, respectively.

What do you think of the new 'Designed By Apple' campaign? Is it worse than Apple's previous ads?

Read More

Add Comment
Gill - July 3, 2013 at 2:00am
This pompous ad is Apple's worst ever. My adult daughter cringed when she first saw it. It makes me want to never buy Apple again, much as the original Infinity commercials permenately put me off that brand. Steve Jobs would be furious. This is the worse Apple ad ever. In my humble opinion.
gaydroid - July 3, 2013 at 10:59pm
you probably feel gillty!
the REAL NoGoodNick - June 30, 2013 at 1:35am
I think it was awful, up to apple standards,and it isn't reflective of the post-thief jobs mango mindset. I see apple advancing with it's cappy management. Which they could improve like Samsung, now that thief jobs has died, I am sure we will look a lot like Samsung. that is just my opinion.
Raleigh Brecht - June 30, 2013 at 1:56pm
And noticed how we never take your shit seriously!
thief jobs - June 30, 2013 at 1:28am
Designed by apple in California, made like S.H.I.T in China
Johan olie - June 29, 2013 at 8:09am
The ad tells everything that makes Apple great, so I agree: it is "true". I am sorry though, this message - for me - is lost in the pompous tone, the holy slow motion thing.
J0ILBREAK3R - June 28, 2013 at 9:21pm
iOS 7 UDID activation giveaway get iOS 7 early!
24 More Comments
Follow iClarified
Senior Director of Apple Music Ian Rogers Leaves Apple
Ian Rogers, senior director of Apple Music an...
iPhone 6s Packaging Leak Confirms 16GB Model [Photo]
Another leak of packaging material for the iP...
Twitter Updates Vine With Improved Music Control and Discovery
Twitter has released an update to Vine that l...
iPhone 6s Again Rumored to Arrive in Rose Gold, No Sapphire Glass
A new report is corroborating rumors that the...
iPhone 6s to Feature Motion Wallpapers Similar to the Apple Watch?
Apple is reportedly planning to introduce som...