'Think Different' Campaign Creator Suggests Apple Needs to Step up its Advertising Game to Counter Samsung
Ken Segall, the creative director behind the Think Different campaign and author of Insanely Simple, a book about his experiences of that time, has suggested Apple is losing its way in its current advertising approaches, with Samsung taking full advantage.
In a blog entry on his website, Observatory, Segall argues that Apple has stuck to its product-based ads while Samsung has been investing big-time in people-based ads and creating greater buzz than Apple.
Samsung has made remarkable inroads in a very short time, for two big reasons. First, it is spending a fortune to run its ads … more than Apple, more than HP and Dell, and even more than Coca-Cola … [Second] Samsung’s message has proven to be tremendously potent. The company continues to bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve. In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads — most of which play off some growing negative perceptions about Apple.
Segall had previously slammed Apple's short-lived Genius-based campaign which appeared to make its customers seem dumb. He notes now that Samsung invested in a two-minute Super Bowl ad, while Apple did nothing, and that Samsung created a new story for the Oscars while Apple ran a variation of its standard campaign approach.
Segall does, however, end on an optimistic note, expressing his faith that the "smart people" at Apple and TBWA\Chiat\Day won't "take this lying down" and will be working hard to rebound with their own advertising efforts.
(Photo by Doug Schneider)
Popular Stories
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year.
In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July.
Transparency
In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps.
Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
Apple is expanding the ability to add an Apple Account Card to the Wallet app to more countries, according to backend Apple Pay changes.
With iOS 15.5, Apple updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID.
If you receive an Apple gift card, for example, it is added to an Apple Account that is also...
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive.
If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
Three out of four iPhone 17 models will feature more RAM than the equivalent iPhone 16 models, according to a new leak that aligns with previous rumors.
The all-new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max will each be equipped with 12GB of RAM, according to Fixed Focus Digital, an account with more than two million followers on Chinese social media platform Weibo. The...
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year.
As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display
iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors.
Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each.
iPhone 17 Series
iPho...
