Emails Show Phil Schiller's Displeasure with Ad Agency's Efforts for Apple in Early 2013

Multiple insider details on Apple and its business practices are surfacing during the company's second patent trial with Samsung, including a series of tense emails between Apple's head of marketing Phil Schiller and Apple's longtime ad agency, TBWA\Media Arts Lab (via BusinessInsider).

Following the January 2013 release of an article from The Wall Street Journal entitled, "Has Apple Lost Its Cool to Samsung?" Schiller emailed Media Arts Lab and told them "We have a lot of work to do to turn this around…."

In the article, The Wall Street Journal lauds Samsung's aggressive marketing campaign for the Galaxy S3, which had the clever tagline "The next big thing is already here." Samsung has argued that the campaign was a tipping point for the company and that it infuriated Apple executives as the advertising was coming at a time when Apple's own advertising was in a slump.

Following Schiller's email about the WSJ article, the ad agency wrote back a lengthy email outlining a plan to put the iPhone back in the spotlight, unfortunately comparing Apple in 2013 to Apple in 1997, when the company was on the brink of going out of business.

email1
The email went on to suggest that the agency be given more freedom to experiment with ideas and that Apple needs to consider specific questions, such as company behavior, sales approaches, and product roadmaps.

email2

email3
Schiller was "shocked" by the email he received from Media Arts Lab, both at the reference to 1997 and the idea that the team should be given free rein to create ideas that had not been pitched in Marketing and Communication (Marcom) meetings.

schillerresponse
The advertising agency quickly penned an apology to Schiller and a few weeks later, another email exchange indicated Apple was happy with the advertisements the company was creating for the iPad, but still dissatisfied with iPhone advertising. Schiller noted that he watched Samsung's pre-Super Bowl ad, saying "I can't help but think 'these guys are feeling it'".

schiller2
While it's clear there was some serious tension between Apple and its advertising agency in 2013, the two did not end up parting ways. Later in the year, Apple launched its "Music Every Day" and "Photos Every Day" ads, which turned out to be highly successful. Apple followed it up with a heartwarming iPhone 5s commercial, ending out the year on a high note and picking up advertising in 2014 with the current "Your Verse" campaign.

Top Rated Comments

DFierce Avatar
108 months ago
The lack of capital letters from an Ad agency makes me sad.
Score: 42 Votes (Like | Disagree)
Dekema2 Avatar
108 months ago
Emails Show Phil Schiller's Displeasure with Ad Agency's Efforts for Apple in...

That agent probably had a broken caps lock.
Score: 39 Votes (Like | Disagree)
Southshore Avatar
108 months ago
Sloppy

Considering the agency refers to itself as "TBWA", would it kill the guy to type a capital letter?
Score: 36 Votes (Like | Disagree)
d4rkc4sm Avatar
108 months ago
I feel dirty reading these private emails
Score: 34 Votes (Like | Disagree)
HappyDude20 Avatar
108 months ago
Great response regarding how it's totally a marketing issue. That ad agency was essentially asking Apple to mend their values and core beliefs.. Oddly enough at a time when the ipad and iPhone were on fire.

You know what? ***** it. I'm gonna go buy an AirPrint printer right now. I know it's random. But this article just made me like the Apple ecosystem even more.
Score: 23 Votes (Like | Disagree)
uknowimright Avatar
108 months ago
at least Phil used capitals
Score: 22 Votes (Like | Disagree)

Popular Stories

top stories 2jul2022

Top Stories: M2 MacBook Air Release Date, New HomePod Rumor, and More

Saturday July 2, 2022 6:00 am PDT by
The M2 MacBook Pro has started making its way into customers' hands and we're learning more about how it performs in a variety of situations, but all eyes are really on the upcoming M2 MacBook Air which has seen a complete redesign and should be arriving in a couple of weeks. Other top stories this week included a host of product rumors including additional M2 and even M3 Macs, an updated...
Mac Studio IO

Apple Begins Selling Refurbished Mac Studio Models

Thursday June 30, 2022 7:42 pm PDT by
Apple today began selling refurbished Mac Studio models for the first time in the United States, Canada, and select European countries, such as Belgium, Germany, Ireland, Spain, Switzerland, the Netherlands, and the United Kingdom. In the United States, two refurbished Mac Studio configurations are currently available, including one with the M1 Max chip (10-core CPU and 24-core GPU) for...
macbook air m2

Exclusive: Apple Plans to Launch MacBook Air With M2 Chip on July 15

Wednesday June 29, 2022 5:23 pm PDT by
The redesigned MacBook Air with the all-new M2 Apple silicon chip will be available for customers starting Friday, July 15, MacRumors has learned from a retail source. The new MacBook Air was announced and previewed during WWDC earlier this month, with Apple stating availability will begin in July. The MacBook Air features a redesigned body that is thinner and lighter than the previous...
13 inch macbook pro m2 mock feature 2

M2 MacBook Pro Much Slower Than Previous Model

Friday July 1, 2022 2:24 am PDT by
Apple's new 13-inch MacBook Pro with the M2 chip features a significantly slower SSD compared to the previous model, resulting in poorer performance in some workflows, it has been discovered. Specifically, it has been found that the $1,299 base model with 256GB of storage has significantly slower SSD read and write speeds compared to the equivalent previous-generation 13-inch MacBook Pro....