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?