Highlights in Business, Economics and Management EMFT 2023

Volume 19 (2023)

Analysis of Apple's Classic Ads - Strengths and Weaknesses

Ruitao Wang*
Beijing Bayi School, Beijing, 10010, China
*Corresponding author: [email protected]
Abstract. Advertising and marketing are one of the key topics of research today. For the company
and research, it is important to learn from the past excellent advertising and marketing cases and
analyze the shortcomings of the predecessors to improve themselves. The researcher found that
there is a good research space for Apple's advertising and marketing cases, and there is still a
research gap in the analysis of Apple's classic advertising cases. This study explores the
effectiveness of four major Apple Inc. advertising campaigns, understanding their impact on brand
image and market positioning. Through comprehensive literature analysis, the study dissects the
advantages and shortcomings of the "Macintosh's Introduction in 1984," "Think Different," "Silhouette
Campaign," and "Shot on iPhone" campaigns. While these campaigns have been instrumental in
creating a distinct brand image, they have exhibited limitations in providing comprehensive product
information and broad audience appeal. The study concludes that the emphasis on user engagement,
transparency in content selection, and a holistic portrayal of product capabilities could bolster the
effectiveness of such campaigns. This article is crucial for devising impactful advertising strategies
in technology markets.
Keywords: Apple inc., advertising, commercial, technology markets, brand image.

1. Introduction
Apple's commercials are always a hit. While browsing YouTube recently and seeing the new
Apple ads, it brought people back to the time that McIntosh's first appear. The unique creativity, the
unparalleled language of the ads, and the fact that these great ads have turned Apple around and
gained a higher market share, which is a very important node for the Apple company. This essay used
cause study to explore a few examples of great Apple advertisements at different times.
From its pioneering "1984" Super Bowl commercial to the simplistic yet sophisticated "Think
Different" campaign, Apple Inc. has consistently positioned itself as a beacon of creativity and
innovation in the realm of advertising. It have done more than just promote products; they have
shaped perceptions, triggered emotions, and created a culture that transcends technology. These
advertisements, notable for their creativity, innovation, and ability to connect with consumers on a
deeper level, have effectively contributed to Apple's development and success.
Apple's ad campaigns have been nothing short of revolutionary, setting new standards for
advertising in the tech industry. By focusing on emotional storytelling rather than solely product
features, they have managed to create a strong connection with their audience. The carefully chosen
advertising language, with its concise and expressive vocabulary, instantly captivates viewers and
sparks curiosity about their products. "Shot on iPhone" campaign, Apple consistently showcases the
uniqueness of their products in a compelling and relatable way. By staying ahead of the curve and
aligning their ads with societal trends, they have not only boosted sales but also cultivated a brand
image of sophistication and innovation. Apple's ads go beyond mere marketing; they have become
cultural phenomena and a testament to the power of compelling storytelling in advertising.
This analysis aims to provide a comprehensive understanding of the power of effective advertising,
specifically within the tech industry, and offers valuable insights for marketing professionals, students,
and anyone with an interest in brand strategy and consumer behavior.
Some scholars or people who want to understand the role of advertising in the development of
Apple can get a lot of interesting information through this article. It can also be used as a reference
to recognize and understand the characteristics and advantages of Apple's advertising and how these
advantages and characteristics have contributed to the development of the company and the sales of

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its products. Scholars who want to learn more about great company's advertising, this article may be
able to give a lot about the excellent advertising strategies and styles.
There is very little research on the topic of Apple advertising case studies, including little literature
and analysis on summarizing Apple's early advertising cases. In the study of Apple's excellent
advertising case study is a big research gap, it article aim to fill up this gap.
This paper mainly analyzes the four classic cases of Apple in three different periods, which are the
four case advertisements for Apple to make constant progress and development. But the most classic
advertisements may also have deficiencies, by studying the deficiencies of the case advertisements
and making research suggestions to further analyze the advertisement cases.

2. Background Information of Apple Inc.

2.1. Company Background
Apple Inc. is an American multinational technology company that was co-founded by Steve Jobs,
Steve Wozniak, and Ronald Wayne on April 1, 1976, in Cupertino, California.
Apple Inc. is a multinational corporation that operates globally. The company's primary business
involves the design, production, and sale of electronics and related software. Its products include the
iPhone smartphone, iPad tablet computer, Mac personal computer, iPod portable media player, Apple
Watch smartwatch, Apple TV digital media player, as well as a range of related software, services,
accessories, solutions, and applications.
2.2. Brief History of the Company
Apple was founded on April 1, 1976, by Steve Jobs, Steve Wozniak, and Ronald Wayne, with its
first product being the Apple 1 personal computer. This device was replaced in 1977 by the Apple II,
which, with its graphical user interface and open architecture, achieved considerable success in the
personal computer market of the 1980s.
In 1984, Apple introduced the Macintosh, the first personal computer to be widely adopted that
used a graphical user interface and a mouse. However, in the early 1990s, due to increased market
competition and internal management issues, Apple's market position began to decline. In 1997, Jobs
returned to Apple and served as interim CEO, where he began to lead a revival in product
development and marketing.
In the first decade of the 21st century, Apple introduced the iPod, iPhone, and iPad. With their
innovative design and technology, With their innovative design and technology, these products
significantly reshaped industries such as music, mobile phones, and personal computers. Meanwhile,
Apple's digital content sale platforms like the iTunes Store, App Store, and iBooks Store also
succeeded enormously.
Jobs resigned as CEO in 2011 and passed away the same year. His successor, Tim Cook, continued
to lead the company. Under Cook's leadership, Apple launched the Apple Watch and expanded into
services, including Apple Music, iCloud, Apple Pay, among others. As of now, Apple has become
one of the largest companies in the world by market value.

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2.3. Apple’s Development History

300

250 274.52
260.17
233.72 229.23
200

150 170.9

100
108.2
50
13.9 24.6 42.9
0

Figure 1 Global revenue of Apple from 2005 to 2021(in billion U.S. dollars) [1]
Over the past decades, Apple has grown in size and revenue, and this growth has accelerated
significantly especially after 2005. This progress is not only a testament to Apple's strong market
presence, but also reflects the company's strengths in product design, innovation, and marketing
strategies.
During this period, Apple has launched a series of innovative products, and through successful
design and marketing, Apple has established itself as a leader in the technology sector. At the same
time, they have crafted a strong brand image that has earned consumer loyalty and trust with their
excellent user experience and high-quality products. By selling those high-quality products, apple’s
maximum monthly return of 21.63% in 2020, generates hundreds of millions of dollars in revenue
for the company [2].
On the other hand, Apple is also known for its innovative and engaging advertising strategies.
With their creative visual presentation, precise messaging, and deep insights into users' emotions,
these advertisements have successfully triggered consumers' emotional responses and enhanced the
appeal of the Apple brand.
At the same time, as shown in Figure 1, Apple's global revenue has been growing steadily. This
growth is fueled by the sales of their products, as well as the services associated with those products,
such as iCloud, Apple Music, and the App Store. These services not only generate a consistent stream
of revenue for Apple, but also help them to build a strong ecosystem where consumers are more
inclined to invest more in Apple's devices and services [1].
2.4. Apple’s Advertising Style and Characteristic
Apple's ads are usually very simple, showing only the product and a small amount of text. This
simplicity of design style makes people immediately recognize Apple's advertisements.
Rich Innovation Factor: Apple's Rich Innovation Factor lies in its unique advertising strategy that
blends creativity and relatability to create a powerful visual impact. Apple does not just advertise
products; it showcases experiences, presenting its innovations in a varied and appealing manner that
is tied to everyday scenarios. Each campaign offers a fresh perspective, avoiding repetitive messaging
and instead, highlighting the ways Apple's products enrich consumer lives. This innovative and close-
to-consumer approach leaves a lasting impression, creating an association between Apple's brand and
a lifestyle of modern convenience, efficiency, and quality.
Humanization: The principle of Humanization deeply influences Apple's advertising approach,
emphasizing the tangible impact of their products on people's lives rather than focusing solely on
technical specifications. Through scenarios reflecting everyday experiences, Apple highlights how
their devices integrate seamlessly into various lifestyles, meeting an array of needs. Whether it is an
iPad assisting with education, an iPhone capturing precious moments, or an Apple Watch encouraging
a healthier lifestyle, Apple effectively communicates the personal benefits of its technology. This
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approach does not just sell products; it cultivates a connection with consumers, positioning Apple as
a brand in tune with its customers' aspirations and lifestyles [3].
Emotional Connection: Apple's ads often try to establish an emotional connection with the viewer.
They use a compelling story to show the features of their product.
High Quality Production: Apple's advertisements are always professionally produced with high
quality. Their ads often use high quality photography and video, as well as professional sound and
music.
Fine music: Music has a strong appeal in Apple's advertisements. Apple's approach to advertising
is grounded in simplicity. From the onset, Apple understood that connecting with customers wasn't
about flamboyant marketing, but about streamlining their decision-making journey. Hence, the
company maintains a minimalist, easy-to-understand messaging and aesthetic in its advertisements.
Now, many other companies are adopting this method, shifting from enumerating the specifics like
features, prices, or unique aspects of their products to sharing the basic narratives of why their
products exist [4, 5].
Apple never just shows the great performance of their products during their advertisements. Apple
will use a crafty way that tells a story that what apple’ s produces have positively influence on some
condition or problem which close with user’s personal life, and many other companies have adopted
this strategy [6].

3. Apple's Classical AD
“1984 Apple releases the Macintosh computer”
In a seemingly totalitarian society, people are forced to wear the same uniform and listen to a
leader on a big screen without expression. This image of the leader represents IBM, the dominant
player in the personal computer market at the time. suddenly, a young woman in a t-shirt appears with
a sledgehammer and throws it at the screen, breaking the image of the leader and bringing a bright
light. The woman represents Apple's Macintosh computer, symbolizing innovation and anti-
conformity.
"Think Different"
"Here is to the Crazy Ones" is a cornerstone piece of Apple's "Think Different" advertising
campaign. The commercial begins in black and white with a voice-over that states, this is a salute to
those who are unique, disrupt norms, and view things from a unique perspective. They don't favor
rules and don't uphold the existing order. This narration aims to align Apple with individuals who are
dissatisfied with the status quo, always innovating, and propelling the world forward. Following this,
a series of historic figures are presented, all of whom are known for their innovative thinking and
tremendous impact on the world. Figures include Albert Einstein, Bob Dylan, Martin Luther King,
Jr., among others.
Here, Apple positions its brand as embodying this spirit of innovation and rebellion, encouraging
audiences to associate Apple products with a lifestyle of uniqueness and innovation [7].
The primary goal of this ad was to transform public perception of Apple while also establishing it
as an innovator. Under Steve Jobs' leadership, Apple not only achieved this but also created an iconic
brand image that continues to influence its products and marketing strategies even today.
“Silhouette Campaign”
Apple's famous series of iPod advertisements are popularly known as the Silhouette Campaign.
These ads began running in 2003 and continued for several years. The Silhouette Campaign featured
a black silhouette of a character with a brightly colored background, holding an iPod in his hand and
wearing the iconic white headphones on his ears, an image that made a strong visual impact on
consumers. The characters in the ads usually dance to background music in a variety of forms,
including rock, pop, electronic and other music styles. These ads successfully emphasize the
association between iPod and music, as well as the fashion, energy and uniqueness of the Apple brand.

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And through the bright colors and dynamic music, they brought wide recognition and great
commercial success to Apple's iPod product line.
"Shot on iPhone"
"Shot on iPhone" is an advertising campaign launched by Apple Inc. It primarily aims to showcase
the quality and capabilities of photos and videos taken with the iPhone. This campaign was initiated
in 2015 and has received wide recognition worldwide. The goal of the campaign is to demonstrate
the capabilities of the iPhone's camera and use user-generated content for marketing purposes. Apple
collects photos and videos taken by users with iPhones from all over the world and showcases these
works in their global advertisements. The selected works are displayed on Apple's online platforms,
in physical stores, on billboards, and in TV commercials, providing high exposure for the creators
[8].
The "Shot on iPhone" campaign often includes challenges or competitions, encouraging users to
use their iPhones to capture photos and videos in innovative and unique ways. The campaign has
been very successful because it shows consumers the actual performance of the iPhone's camera and
involves more people in promoting the Apple brand through user-generated content.

4. Cause Analysis
4.1. "Think Different"
4.1.1 Advantage
"Here is to the Crazy Ones" was a part of Apple's "Think Different" campaign in 1997, a pivotal
time for the company. Apple, previously struggling with financial crisis in the early '90s, started
recovering with Steve Jobs's return in 1997. This campaign was unique as it did not explicitly promote
any product but emphasized the emotional and psychological value of the brand. This strategy
differentiated Apple from competitors, aligning with its "Think Different" brand message and
reinforcing its image. The ad successfully altered public perception of Apple, crafting a brand image
characterized by innovation, rebellion, and challenge to the status quo. This helped Apple stand out
among tech brands and appealed to consumers seeking innovation and a distinctive lifestyle [7].
4.1.2 Disadvantage
Although in this advertisement, Apple did succeed in building a great brand image, and the
language of their advertisement and the image they created was very much in line with Apple's fans
at the time. But this did not lead to a significant increase in Apple's market share. From the launch of
the product in 1994 to 2001 Apple's market share stayed at around four percent [9].
In this series of ads, Apple has created great communities for their target users. Apple has fostered
a corporate narrative that has cultivated a dedicated and loyal fan base. This mythos is evident in
various media, including Apple's shareholder meetings, advertisements, news coverage, and
promotional materials [10].
Despite the ingenuity of Apple's "Think Different" campaign, it did have a notable omission: the
fight for a larger audience. The ads were highly effective in nurturing a loyal community of Apple
enthusiasts but fell short in expanding their appeal to a broader demographic.
More importantly, these ads lacked explicit emphasis on the products' unique features and benefits.
For consumers in the 1990s, critical factors in their purchasing decisions included the product's
performance and pricing. These factors were not sufficiently addressed in Apple's narrative-driven
campaign. This disconnect was evident in the sales of the McIntosh computers. While the campaign
successfully carved out a distinct brand image and connected with a niche audience, it did not result
in a significant uptick in McIntosh sales. The ads, while emotionally engaging and memorable, failed
to provide the pragmatic information sought by potential consumers [10].

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4.1.3 Suggestions
Although this series of advertisements builds up a good brand image, if some introduction to the
product or brand can be added to the series of advertisements, this will enable consumers to learn
more about the product and brand through this classic advertisement, thus increasing the sales of
McIntosh. Coupling the product introduction with the captivating brand narrative would not only
educate but also inspire the consumers. The customers would not only understand the technicalities
of the product but also associate these features with the broader Apple ethos of thinking differently.
This could create a deeper, more personal connection between the consumer and the product,
ultimately driving increased sales of products such as the McIntosh.
4.2. "Shot on iPhone"
4.2.1 Advantage
Those strong advertisement enhanced user loyalty on Apple’s products. This activity allows more
ordinary users to participate in this activity, to enhance the user's sense of participation, participation
which makes Apple's user community become more powerful, user loyalty in which to be enhanced.
Apple could gain huge exposure of their advertisements from this activity. Ordinary users can show
their talents through the "Shot on iPhone" campaign, and may also win good prizes, Apple uses such
excellent photos to publicize its products, the "Shot on iPhone" campaign also get high exposure,
which is a win-win situation for both Apple and users.
The campaign was so well publicized on the Internet that it became a very famous meme all over
the world. This activity could gain consumers a strong feel of iPhone can improve their photo
technique. Users may think that when they use the iPhone, they can also use a simple device to take
high-quality excellent photos, they will be more willing to buy the iPhone. This campaign and
encourage users to go to shoot more things, when they use the iPhone will also deepen the user's
impression of the excellence of Apple's products.
Through the "Shot on iPhone" campaign, Apple subconsciously told consumers that the iPhone in
their hands has excellent shooting ability and technology and did not use a very blunt way to tell
consumers the advantages of their products, which makes their publicity more credible and easier to
be accepted by consumers. This strategy enhances Apple's brand image and emphasizes its leadership
in technology and design.
4.2.2 Disadvantages
The fallout for the average user: Most of the users who participated in the "Shot on iPhone"
campaign have professional qualities and professional equipment, such as tripod lenses or some
auxiliary equipment, and they can travel around the world to take pictures of beautiful landscapes.
However, for ordinary users, it is very difficult for them to have high shooting ability and good
auxiliary equipment, and it is also difficult for them to have good scenery around them. When there
is a gap between the photos they take and the beautiful photos on the advertisement, they will have
doubts about the quality of the product, which will bring a side effect to the image of the product.
Selection bias: Since the selection process of "Shot on iPhone" may have a selective bias, i.e., only
the best photos are shown, consumers may misunderstand the general performance of the iPhone's
photographic capabilities. Finally, the success of the campaign relied heavily on user-generated
content. If users are less motivated to submit photos and videos, or if the content they submit is of
low quality, the effectiveness of this marketing strategy may suffer.
4.2.3 Suggestions
Make more common but meaningful moments in the ads, and fewer professional, hard-to-imitate
photos in the ads, so that users can easily imitate the same photos. Also, Apple could offer free online
photography courses or tutorials to help users improve their photography skills and better utilize the
iPhone's shooting capabilities. The selection process more open and transparent so that users

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understand what kind of work is more likely to be selected, encouraging them to submit more high-
quality content.
4.3. “Silhouette Campaign”
4.3.1 Strong visual impact
The use of bright background colors and black silhouettes creates a strong visual impact that makes
the ads very recognizable and memorable. The design and colors of the ads make it easy for
consumers to remember Apple and the iPod, thus creating a lasting impression in the consumer's
perception. In addition, the advertisement clearly shows the iPod and the iconic white headphones,
making Apple's brand image and product unmistakable.
4.3.2 The music element played a key role in the advertisement
The use of popular music of the time as a backdrop in the advertisement was intended to emphasize
the iPod's function as a music player, and also inadvertently enhanced the appeal of the advertisement.
The music in the advertisement, as well as the silhouetted characters dancing to the music, creates a
positive and energetic atmosphere, so that people can feel happy and excited while watching the
advertisement, thus creating an emotional connection with the brand [8, 11].
4.3.3 The simple design of the advertisement
Fully reflects the core value of the Apple brand - simplicity and ease of use. The images and
messages in the ads are very simple, highlighting the iPod and headphones in an easy-to-understand
way, without involving too many complicated product details and technical explanations. The design
style of the ads coincides with Apple's product design philosophy of creating a user-friendly
experience. However, the campaign is not perfect and has some drawbacks. The advertisements do
not clearly present the technical specifications of the iPod, such as memory size, battery life, etc.,
which may confuse or disappoint consumers who are interested in the details of the product. The
design and music selection of the advertisements may be skewed towards a younger demographic. It
may not appeal to older consumers or those who are not interested in music. The music and dancing
silhouettes of the advertisements, while appealing to a portion of the population, will not be
appreciated by everyone. Advertising's reliance on music can be double-edged. While popular music
can appeal to some consumers, if consumers do not like or are unfamiliar with the music in the
advertisement, then the advertisement may not have the desired effect.

5. Conclusion
In conclusion, this study provides a comprehensive analysis of three key Apple advertising
campaigns: "Think Different," "Shot on iPhone," and "Silhouette Campaign." Widely recognized for
their uniqueness and impact, these campaigns showcase Apple's innovative marketing strategies and
make a significant contribution to its positioning as a pioneering and rebellious technology brand.
The 'Think Different' campaign was emotionally and narratively driven and succeeded in
developing a loyal Apple fan base. However, the campaign did not have a significant impact on
Apple's market share, highlighting the gap between compelling brand storytelling and product sales.
the 'iPhone Shot' campaign, while brilliantly showcasing the iPhone's photographic capabilities,
risked creating unrealistic expectations amongst casual users due to the professional-quality nature of
the photographs and videos on display. iPod's 'Silhouette Ads', while visually intriguing, it has
potential limitations in terms of demographic appeal and lack of detailed product information.
These campaigns not only shaped Apple's iconic brand image, but also provided important lessons
for marketing strategy. Emphasizing product features and creating relatable content has the potential
to increase the effectiveness of such marketing campaigns and close the gap between brand perception
and product understanding. In addition, these campaigns illustrate the value of user engagement in
marketing, inspiring a shift toward more user-centered marketing strategies.

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While this study provides valuable insights into Apple's marketing strategy, its scope is inherently
limited. It focuses on three specific marketing activities and therefore may not fully summarize the
multifaceted nature of Apple's marketing approach. Future research could further explore the impact
of Apple's other advertising strategies, promotional campaigns and public relations tactics on its
overall brand image and market position.
This research is significant for companies looking to establish a strong brand presence in the
marketplace. By dissecting Apple's advertising strategy and identifying potential areas for
improvement, this study provides a roadmap for effective brand storytelling combined with product-
centered advertising. It emphasizes the importance of aligning marketing strategies with core brand
values and the realistic expectations and capabilities of target customers, ultimately driving brand
loyalty and product sales.
Because there is very little extant literature on early Apple sales, there is very little data available.
In the future if Apple can publish more sales data before 2001, there can be better data support.

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