December 4, 2023
Apple's New 'Designed By Apple' Ads Flop With TV Viewers

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

Posted June 27, 2013 at 3:07pm by iClarified · 13696 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?

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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
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
Raleigh Brecht - June 30, 2013 at 1:56pm
And noticed how we never take you seriously!
thief jobs
thief jobs - June 30, 2013 at 1:28am
Designed by apple in California, made like S.H.I.T in China
Johan olie
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.
El Compa
El Compa - June 28, 2013 at 5:52am
I think they need to unfreeze Steve Jobs already before the apple hits the metal fan. Fire that tard Cook, he's ruining Steve's legacy.
Raleigh Brecht
Raleigh Brecht - June 28, 2013 at 11:43am
How when they still have the magic touch of innovation?
Ryan peiris
Ryan peiris - June 28, 2013 at 2:37am
I really was inspired by this Ad. It really is what Apple stands for and what they believe in. Superb animations most I have never seen. Sounds effects adds liveliness to the simple lines and circles. Powerful message from something so simple.
Nuck Chorris
Nuck Chorris - July 1, 2013 at 3:22am
Aww how sweet.. Did you soil your pants during the commercial? Do you still get a special feeling when you experience it?
Jay - June 28, 2013 at 1:59am
Love it simple and to the point . Not trying so hard like others!
Jay - June 28, 2013 at 1:59am
Love it simple and to the point . Not trying so hard like others!
user - June 27, 2013 at 10:47pm
Great ad...the media just likes to pick apart anything the most popular kid in class does these days, quite a different tune than not even 1 year ago, when the same media was praising everything that Apple did.
the REAL NoGoodNick
the REAL NoGoodNick - June 27, 2013 at 9:58pm
I didn't think it was that bad of an ad, but it clearly wasn't up to Apple's usual standards, and it's reflective of the post-Steve Jobs Apple mindset. I can't see Apple advancing much without some new management. They still have improvements (all approved by Steve before he died), but I doubt the new team can come up with many new ideas.
Raleigh - June 28, 2013 at 4:57am
Ever since steve died since iphone 3gs, apple soon pulled it off on their own! They actually made 4 and 4s without steve, this is a sign from the past that they can still invent and now their is a new mac pro with 2x faster and better features! Do you ever visit the apple site or just say what we don't want to hear ya iTard?
smate333 - June 27, 2013 at 9:29pm
I hate this ad, very un-Apple like. Steve would have not okay this one.
matrixmaniac - June 27, 2013 at 8:35pm
i like it...
Nitro Junkie
Nitro Junkie - June 27, 2013 at 8:27pm
I think the ads are good. Better than some of the crap from other companies. they should start making ads like they did with the Mac vs PC but iOS vs android. Something comedic. Maybe bring back Justin Long.
Saul - June 27, 2013 at 7:13pm
Seen the ad loved the ad.
Baxter - June 27, 2013 at 5:52pm
Stupid commercial. They should hire Sterling-Cooper Ad agency.
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