An interesting article in the Atlantic on Apple’s new round of ads being aired during the Olympics. I caught a couple of them live and to be honest, I didn’t immediately stand up and say, “Steve Jobs would be appalled!” I didn’t really think or feel much of anything and that’s the problem, I guess.
The line that I think sums up the issue with these new ads is that so much of Apple’s advertising focused on the premise that: “Buying Apple wasn’t about buying the best computer. They were about buying your best self.” Which sounds a bit hokey when you read it, but was entirely true. The great ads of the past were about what the computers could help you do in a more metaphorical sense, not in the literal sense of “Hey, did you know you could make a photobook with iPhoto.”