Apple has released a set of three new TV ads for the iPhone this week. The theme and tagline of these new ads is ‘If You Don’t Have an iPhone’ – and the ads point out all the things you’ll miss out on if you don’t own an iPhone – zillions of amazing apps in the App Store, the iPod app and iTunes and so on.
I’ve always liked Apple’s iPhone TV ads. They always struck me as simple and effective. They let the product – and the apps – do most of the talking. They felt like Apple was confident in how good the product itself is.
These new ads feel like they take that to a slightly different level. They feel more arrogant than confident to me. The end line to each of them is ‘If you don’t have an iPhone … well … you don’t have an iPhone.’ Bleck. I’ve only seen these ads a few times and I already hate that line. It strikes me as a far more arrogant take than ‘There’s an App for That’.
The ‘iBooks’ ad in the new series is the worst of all. It includes this line:
If you don’t have an iPhone you don’t have iBooks so you don’t have your favorite books in your pocket.
That line makes this ad not just arrogant, but just plain dumb. There are lots of non-iPhone users who are more than happy using Kindle and other good eBook readers; and there are also plenty of iPhone users who don’t use iBooks and prefer another reader app.
You can see the three new iPhone ads at the Apple gallery page for them here: http://www.apple.com/iphone/gallery/ads.html
What do you all think of these new ads? Am I way off on this? Do you like them as much (or more) than previous iPhone ads?
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TAGS: iPhone TV ads
