(Photo: Kevork Djansezian / Getty Images)
Speaking of Apple’s history involves talking product, business strategy, proper names and technology industry, but also involves talking about an advertising strategy and marketing which he has left several campaigns to remember, either for their quality or for being merely witty and shocking. With this history, Apple has earned with its flaws and defects, the distinction of being the technological aspirational brand par excellence, as well as their designs. Character that in recent years, and especially after the arrival of Apple Watch, has joined the concern for style, fashion, transcending technology.
Let’s start from the beginning. 70 is smoked everywhere, The Beatles had decided to follow his path alone, on the radio sounded The Eagles and Cruyff began to carve his legend. In Silicon Valley, where he also was beginning to shape an icon, a multitude of ideas would make your project twentysomethings million dollar companies. And above almost all others, appeared a different, founded by Steve Jobs, Steve Wozniak and Ron Wayne. Apple
Leaflets and text
The first announcement of history Apple was little more than a publicity leaflet made with few resources and a taste well below that show Apple a few years later. Question of times and moments. The advertised product, the Apple I. July 1976, just three months after the foundation as a company. 666.66 dollars (equivalent to about 2,800 current dollars) for 4 Kb of RAM. Good times.
In 1979 Apple made another announcement to remember. Times change, and with them, companies; even so continues to impact this billboard, especially unimaginable in the Apple we know today. Metarreferencia biblical Adam, tale of the bitten apple logo as brand new
the 80: the weird to wow
The 80s began with some Apple ads were based on a kind of homage to genius inventors deceased: Henry Ford, Benjamin Franklin, Thomas Edison …
This particular ad can make us laugh and mourn. At the same time it lets us see how Apple, in 1981, year of release of this announcement, still had much to polish in its communication. Although early eighties the context was very different and it was very funny what today would be intolerable, no longer curious and shocking to see how the woman was used to talk about the Apple II in a purely domestic context, “I use it to will manage the household budget. “
Apple’s history, the eighth year of the company marked the turning point. Really impressive was the announcement of 1984, a mythical announcement in the history of technology. At the end of the Superbowl that year, on 22 February, Apple released a teaser of a product that not even quoted by name. He did not give any detail of it. Only used a Past shocking video in which the idea that, with Apple, could end the Big Brother transmitting, the metaphorized oligarchy IBM, the wily enemy of the time.
hype and with a spectacular presentation of a young Steve Jobs, with smile and effects tahúr pocus, Apple showed the world the Macintosh, and subsequently advertised with ads like this. The message to convey was clear: it was a home computer for everyone. A complicated message in a time when it was not at all clear that were necessary a computer in every home, even in many jobs. Or at least, “many” compared to the current situation.
the 90: Think Different
the nineties did not leave much in the commercial aspect of Apple. Actually, not much left by Apple in any way, until he returned Jobs. Without it, and dejected its inertia, the nineties involved the time when Apple introduced many doomed to failure products and oblivion, its essence was lost, it was unable to adapt to the times and the company came close to wrecking. Jobs’s return is not only evident in the business strategy and product catalog, he meant something else. Its advertising was also a reflection of it.
Yes we could rescue a campaign, the “industrial revelation”
The Think Different campaign was perhaps the first work weight in marketing Jobs back on the boat. A huge difference in the brand image in a few months. Both liked the slogan of the campaign that was used until 2002, five years. And in 2009, he again used momentarily with the iMac the moment. This was the video of the announcement, very famous on television at the time.
That same year , Apple made another curious campaign with a hard recadito attack on Intel to boast speed and performance of its PowerPC processors.
and as product announcement, the first with Jobs back to Apple was that of iMac G3. Nuanced, much more like the line that lasted decades: highlights the simplicity, purity, of the products of the brand. Especially, compared with beige tone, full of cables and products separately forming the computer, in this case.
Later, with the expansion of turquoise various colors more in those mythical translucent models, really unique and transgressors at the time, Apple launched another campaign based precisely on its color, with the great theme of the Rolling Stones She’s a Rainbow
the 2000:. from iPod to iPhone
Although this time supposed to talk about the transition from Apple computer to mobile devices, we can not overlook a beautiful announcement of a precious commodity: the Mac G4 Cube, introduced in 2000 was, in terms of design and miniaturization , many years ahead of other manufacturers. Mozart’s music that accompanies the video is not a choice anyone, it was pure elegance.
In 2001 launched the iPod, and three years later, with much more mature product and versions available to public greater, they launched a campaign that is still remembered: the silhouettes. Apple already monopolized attention as anyone in the consumption of music on-the-go. The choice of some, atypical in that time, white headphones was a great asset that the company would exploit. They became a symbol.
In 2006 came a campaign that also lasted for years and is a favorite, or favorites, all that nostalgic time when the Mac was a problem. By transgressive lines without losing the elegance, and easily identifiable protagonist, added at doses of humor, prevailed. And in a way, it misses. With three years of campaigning, it is the longest in the history of Apple, obviating the different use made of Think Different. Was the campaign Get a Mac or Mac vs. PC. Historical.
And in 2007, it was time iPhone. The moment minimalism and commitment to the value of elegance without losing a perfect demonstration of what could make the iPhone consolidated. The magnificent late cover flow, gallery, applications, touch operation …
At the same time, more announcements of iPad still triumphing as the iPod nano in 2008.
some like the MacBook Air, which kept the resource Jobs in his presentation out of an envelope office.
it also had its space iPod Touch third generation in 2009, Apple wanted to sell as I could best make this device: a media player with unparalleled screen, which also could be used as a handheld
in any case, the iPhone was the absolute protagonist of the end of the decade, and over. the years was emphasizing its role. This great video ads iPhone collects from 2007 to 2015. “Hello!”.
It is worth noting the iPhone 4s, with guest appearance of Samuel L. Jackson.
the 2010: iPad to Watch
This decade began with the presentation, in January, the first iPad. The first “new” iPhone device from 2007, which was in fact being “an iPhone with big screen” in the eyes of much of the public their biggest drag … while his greatest asset. Six years later, the iPhone has been reached and surpassed in many ways by several competitors, but the iPad, with the shortcomings it may have, has not been reached nor extinct Android mobile versions of Windows for tablets. The tablets with Windows 10 directly go in another league. With this announcement it all started
Other products, such as the latest Apple TV, have also had beautiful campaigns that reinforce the idea of modern marketing Apple. Sympathy, good atmosphere, complete renunciation of transgressive content of other times, and some aspirational touch, not only the product but everything around him.
another good example of this buenrrollero and aspirational component goes to the Christmas season of 2013, Holiday.
the iPad generated enough videos and marketing campaigns throughout their generations, but perhaps the most memorable was the iPad mini and piano, an absolute preciousness.
the next point was turning the Apple Watch, the perfect finish to jump into fashion, style device. The technology is often in the background with it, style and how to combine with finery and character take precedence.
Original article here.
No comments:
Post a Comment