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Apple uses App Store catalog in new iPhone advertisement
Apple has released another advertisement in its new "If it's not an iPhone, it's not an iPhone" campaign, this time focusing on the software experience. The new 30-second ad, titled "Amazing Apps" on Apple's YouTube page, promotes the wide array of apps on iOS, with more than 1.5 million of the "best apps available" available to buy and download to the smartphone.
The TV spot does not highlight one specific app, instead opting for a large collection of app screens with a kaleidoscope-style effect, with the selection including apps in the fitness, music, gaming, and productivity markets. It also hints at the App Store's policy of inspecting apps before they become available to download by iPhone users, compared to Google Play's more automated approach, calling the apps "hand-picked" for the store.
Earlier this month, Apple launched two other advertisements to promote the iPhone. The first, "Hardware," promoted the design of the iPhone itself alongside the software side to make a heavily-integrated device, unlike Android devices. The second "Loved" film discussed how favorably the iPhone is held by its users compared to other smartphones, including a 99-percent customer satisfaction rate. New advertisements marketing the Apple Watch were launched at the same time.
I think the current "If it's not an iPhone..." campaign has some of the worst advertising Apple has ever done. It's not at all imaginative or enjoyable. Looks like it was conceptualized by engineering types. Has Apple changed ad agencies?
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