Take a look at this Apple commercial. Notice anything? What’s Apple saying? More importantly, who is the audience? This commercial features the new iPad mini. A new device that Apple just launched
in response to smaller Android based tablets. Samsung, according to Forbes,
has experienced explosive growth and has taken some serious market share from
Apple. Competition drives innovation and innovation is Apple's middle name!
Though Apple still enjoys the
lion share of the tablet market with its original iPad (now in its 4th
generation), other competitors like Google (Nexus 7), Microsoft (Surface) and
Amazon (Kindle Fire HD) have gained some ground.
The reasons for the development and launch of the iPad mini
are beyond the scope of this blog; however the commercial is very much the
topic of interest. It’s clean. It’s quintessentially Apple. It starts with the original iPad. Nice! Then
suddenly, wait what? Is that a SMALLER
iPad? Wait a minute! I can get the same thing in a smaller package
(and hopefully a smaller price tag too!)?
Well… not quite; the mini starts at $329!
Apple has gone great lengths to prove that the iPad mini is every
bit the original iPad. Same design, same
display (minus the Retina Display, perhaps the next generation?) and the same
capabilities. The subtlety is incredible
and I think Steve Jobs would approve. My
ears say “Two of a kind,”
but my eyes say one in the same. How
clever of Apple to say one thing but show another. I think this is the best part of the
commercial and the most subtle. Apple
has successfully demonstrated to me that anything I can do on the iPad (which I
don’t have), I do on the iPad mini (which I won’t buy).
My next point is the demographic at which the mini is
aimed. Apple users are very loyal, and I
suspect the mini is aimed at existing customers. Those chosen few that resisted the temptation
to purchase the original iPad. Maybe due
to price? Check out this research study
performed by Newzoo.
My theory is that Apple customers have demands. Demands that they may not even
be aware of! They expect the release of
a new product every six months or a year because that’s Apple’s standard
operational procedure. Forget competition,
Apple is catering to your non-need! How many
times is someone going to upgrade their iPhone?
By the way, there is a rumor for yet a newer iPhone this summer! Just when you thought your iPhone 5 was going
to last you the year!
There is mixed sentiment of course. How many iPads and iPods and iPhones and iOMGs will Apple produce? The answer is... as many as you DON’T need! Seems unsustainable if you ask me; and if you don’t believe
me check out this Apple
commercial spoof on Jimmy Kimmel Live.
Overall though, I may not be an Apple customer, I do Apple commercials quite
entertaining and very effective in showcasing the features of their products. And most importantly they excite consumers. They are
consistent and I like them. Cheers!
Posted by Farrukh Memon
It's pretty amazing how many products Apple comes out with, and how frequent. Still, they never seem short on sales. There are those people, like you point out, who may have a working iPad, but who will see that they can get the same thing in a smaller version, and they will spend the money.
ReplyDeleteI never thought about how "upgrades" are a waste of resources and we are sold products we don't necessarily need. However, I do really enjoy their commercials!
ReplyDeleteApple has done a fantastic job in creating a loyal fanbase. You're right about the planned obsolescence of Apple products. However, they need to keep innovating as the competition is catching up. They have dominated their markets with the iPod, iPhone and iPad for a long time. Now there are many other brands who finally gain market share.
ReplyDeleteBtw, the Jimmy Kimmel spoof was hilarious :)