As my post earlier this week details, California’s lock on our imagination continues, this time with Apple.
Apple’s latest campaign goes under the name “Designed by Apple”, and features two different videos, both of which end with the tagline “Designed by Apple in California”.
“Apple=California”. Never mind that my iPhone was manufactured in China. It was designed by Apple in California. That’s all that matters.
If the Chinese think they will ever catch up to the Americans, it’s only when we are convinced by the statement “Designed in China” that they have a chance. This may happen, but I am not certain if it will be in my lifetime.
Apple’s “Intention” video launched the company’s “World Wide Developer Conference 2013” (10-14 June), held in the Moscone Center in San Francisco. The video is worth viewing – it was already viewed by some 695,731 people by the time I got there:
There is a specific reference in the video to “saying no”, a point that that Steve Jobs made in his presentation to the World Wide Developers Conference in 1997, in which he stated:
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things. (Click here for the full video of Jobs in 1997.)
And here is a copy the “no” frame below:
And here is the just released “Made by Apple in California” TV ad (1’02”) that Apple has released:
The word text of this ad is:
This is it. This is what matters. The experience of a product. How it makes someone feel. Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things. Until every idea we touch enhances each life it touches. You may rarely look at it. But you’ll always feel it. This is our signature. And it means everything.
There are also “still image” advertisement forms of this campaign. I sure noticed it here in Sydney with a full two-page spread advertisement by Apple in The Sydney Morning Herald on Saturday 29 June 2013. They repeated it again today – Monday 1 July 2013, with a two page spread on pages 2 and 3, the first time I can remember such a spread so close to the front of that paper (Good on ‘ya, Apple, for supporting that old analogue – print – media! I sure paid attention to it.) Can we expect more in the next few days?
Complete text of the newspaper ad – which includes more words than the 1’02” video version – reads as follows (including their actual formatting, spelling and punctuation) – an expansion of the words in the TV ad above:
This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining
What that might be like,
You step back.
Who will this help?
Will it make life better?
Does it deserve to exist?
If you are busy making everything,
How can you perfect anything?
We don’t believe in coincidence.
Or dumb luck.
There are a thousand “no’s”
For every “yes”.
We spend a lot of time
On a few great things.
Until every idea we touch
Enhances each life it touches.
We’re engineers and artists.
Craftsmen and inventors.
We sign our work.
You may rarely look at it.
But you’ll always feel it.
This is our signature.
And it means everything.
Designed by Apple in California
Poetry? Yes. Certainly consistent with previous Apple campaigns, going back to their “Think” campaign.
Here is a grainy photo so you can see the “analogue” version of the ad:
Postscript on 19 July 2013:
Apple continues its admirable financial support for the Sydney Morning Herald, with yet another two-page “Designed by Apple in California” ad on pages 2 & 3 of today’s paper. See below: