Building on a series of recent ads centered around the "If it's not an iPhone, it's not an iPhone" tagline, Apple today rolled out a new web campaign for the iPhone under the theme of "Why there’s nothing quite like iPhone."
The new campaign is highlighted on Apple's main home page as well as its iPhone pages, and it includes a scrolling feature page drawing attention to a number of aspects of Apple and the iPhone that make the device stand out from its competitors.
Every iPhone we've made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.
The page proceeds to highlight the iPhone's integration of hardware and software, camera capabilities, breadth of available apps, resistance to malware, and Apple's commitment to privacy and security with Touch ID and Apple Pay.
The campaign also highlights how Apple includes a variety of built-in apps and tools to make text, audio, and video messaging free and easy, track fitness and activity, and control devices around the home, all with accessibility features to make the iPhone's features available to as many people as possible. Finally, Apple points to its support network, from its retail stores to AppleCare phone and chat support.
Personally, I find statements a bit vomit inducing that a phone should be "Absolutely simple, beautiful and magical to use". Love my 6 plus, but ads like this make me want to kick my own as$ for having an iPhone!
Who is this targeted to? Who is to be impressed by this campaign? That is, who is gullible enough to see this and be convinced of its message? What reaction could this muster other than outright laughter?
Apple's new design language can be summed up by comparing it to dressing a perfectly grilled Nathan's frankfurter with ketchup. Think about it.
It's regrettable that Jony Ive holds any sway over design. The mere fact that he is in any way responsible in conspiring any facet of design means Apple will have one less sale: Me. And if he keeps up with the magical shrinking iPhone he'll further drive people away from iPhones to something far superior like Samsung phones with 3 gigs of RAM, an Exynos 7420 octa-core, and a massive battery, all in a light-as-a-feather glass and metal body.
Just what the hell has Ive done recently? The design set by iOS 7 can only be described as a design holocaust. The flattening of UI elements into generic and unadorned shapes and the reliance on vivid Fisher Price colors is the mark of a design apostate. The trick to great UI design? Ornament that sucker into oblivion. Or rather obviousness. I write all of this with care and concern for a company I greatly admire but have doubts about when I see Microsoft, Google, and Samsung simply outshining and outclassing Apple in nearly every front. By having Jony Ive as the arbiter of taste at Apple we can be assured that iPhones will continue to embody the thinner-at-the-cost-of-battery-life design for many years to come. Not to mention the complete**** that is the Apple Watch. When you consider the new Macbook and Apple Music, this new Apple has confirmed what analysts and tech pundits have known all along: at the new Apple, there could be nothing new nor clever under the sun. The design sensibilities fostered under the Jobs regime has not endured well at Tim Cook's Apple.
All Apple had to do was outfit the MacBook Air with a Retina display and what did they give us instead? A wholly new architected piece of machinery that is about as feature complete as an iPad. Whoever asked for such a contraption? Not me. Not anyone I know. As for the iPhone, I can't believe what they've done with it. Thinness is not a feature. A phone's thinness has no direct correlation to the ease of one-handed use. All Ive and his team had to do was take the iPhone 4 and stick in a five-inch display and call it a day.
I tell you my brothers and sisters the Apple orchard is quickly becoming the Mobro 4000, doomed to drift endlessly in the economic sea as a mass of garbage that no one wants. The thinner they make the iPhone the more they are making me want to take a pilgrimage to a grander place of Androids and superior Korean design ingenuity.
Apple needs a savior more than ever to save it from the imminent and unavoidable disaster. Nothing quite like iPhone, indeed.
"And whenever there are shiny, new software updates with shiny, new features, you should be able to sit back, relax, and know your phone will get them. And be compatible with them. For years. For free."
Sounds like they have the interns working hard. The writing and presentation of this campaign is unusually bad.
Wednesday April 17, 2024 9:58 am PDT by Juli Clover
Game emulator apps have come and gone since Apple announced App Store support for them on April 5, but now popular game emulator Delta from developer Riley Testut is available for download. Testut is known as the developer behind GBA4iOS, an open-source emulator that was available for a brief time more than a decade ago. GBA4iOS led to Delta, an emulator that has been available outside of...
Tuesday April 16, 2024 6:54 am PDT by Tim Hardwick
Last September, Apple's iPhone 15 Pro models debuted with a new customizable Action button, offering faster access to a handful of functions, as well as the ability to assign Shortcuts. Apple is poised to include the feature on all upcoming iPhone 16 models, so we asked iPhone 15 Pro users what their experience has been with the additional button so far. The Action button replaces the switch ...
Wednesday April 17, 2024 12:19 pm PDT by Juli Clover
A decade ago, developer Riley Testut released the GBA4iOS emulator for iOS, and since it was against the rules at the time, Apple put a stop to downloads. Emulators have been a violation of the App Store rules for years, but that changed on April 5 when Apple suddenly reversed course and said that it was allowing retro game emulators on the App Store. Subscribe to the MacRumors YouTube channel ...
The lead developer of the multi-emulator app Provenance has told iMore that his team is working towards releasing the app on the App Store, but he did not provide a timeframe. Provenance is a frontend for many existing emulators, and it would allow iPhone and Apple TV users to emulate games released for a wide variety of classic game consoles, including the original PlayStation, GameCube, Wii,...
Tuesday April 16, 2024 11:33 am PDT by Joe Rossignol
The first approved Nintendo Entertainment System (NES) emulator for the iPhone and iPad was made available on the App Store today following Apple's rule change. The emulator is called Bimmy, and it was developed by Tom Salvo. On the App Store, Bimmy is described as a tool for testing and playing public domain/"homebrew" games created for the NES, but the app allows you to load ROMs for any...
The new campaign is highlighted on Apple's main home page as well as its iPhone pages, and it includes a scrolling feature page drawing attention to a number of aspects of Apple and the iPhone that make the device stand out from its competitors.
Top Rated Comments
Personally, I find statements a bit vomit inducing that a phone should be "Absolutely simple, beautiful and magical to use". Love my 6 plus, but ads like this make me want to kick my own as$ for having an iPhone!
Apple's new design language can be summed up by comparing it to dressing a perfectly grilled Nathan's frankfurter with ketchup. Think about it.
It's regrettable that Jony Ive holds any sway over design. The mere fact that he is in any way responsible in conspiring any facet of design means Apple will have one less sale: Me. And if he keeps up with the magical shrinking iPhone he'll further drive people away from iPhones to something far superior like Samsung phones with 3 gigs of RAM, an Exynos 7420 octa-core, and a massive battery, all in a light-as-a-feather glass and metal body.
Just what the hell has Ive done recently? The design set by iOS 7 can only be described as a design holocaust. The flattening of UI elements into generic and unadorned shapes and the reliance on vivid Fisher Price colors is the mark of a design apostate. The trick to great UI design? Ornament that sucker into oblivion. Or rather obviousness. I write all of this with care and concern for a company I greatly admire but have doubts about when I see Microsoft, Google, and Samsung simply outshining and outclassing Apple in nearly every front. By having Jony Ive as the arbiter of taste at Apple we can be assured that iPhones will continue to embody the thinner-at-the-cost-of-battery-life design for many years to come. Not to mention the complete**** that is the Apple Watch. When you consider the new Macbook and Apple Music, this new Apple has confirmed what analysts and tech pundits have known all along: at the new Apple, there could be nothing new nor clever under the sun. The design sensibilities fostered under the Jobs regime has not endured well at Tim Cook's Apple.
All Apple had to do was outfit the MacBook Air with a Retina display and what did they give us instead? A wholly new architected piece of machinery that is about as feature complete as an iPad. Whoever asked for such a contraption? Not me. Not anyone I know. As for the iPhone, I can't believe what they've done with it. Thinness is not a feature. A phone's thinness has no direct correlation to the ease of one-handed use. All Ive and his team had to do was take the iPhone 4 and stick in a five-inch display and call it a day.
I tell you my brothers and sisters the Apple orchard is quickly becoming the Mobro 4000, doomed to drift endlessly in the economic sea as a mass of garbage that no one wants. The thinner they make the iPhone the more they are making me want to take a pilgrimage to a grander place of Androids and superior Korean design ingenuity.
Apple needs a savior more than ever to save it from the imminent and unavoidable disaster. Nothing quite like iPhone, indeed.
Sounds like they have the interns working hard. The writing and presentation of this campaign is unusually bad.