By Wolf Groom
Apple has been dishing out yearly innovations since 1976, cultivating a brand essence that breathes luxury, reliability, and sheer genius. A true heavyweight performance brand. However, their latest campaign showcasing the thinnest iPad yet has left some scratching their heads, wondering if Apple’s magic touch is slipping.
Let’s unpack the situation. The advert in question aimed to showcase the sheer versatility of Apple’s latest iPad by depicting traditional creative tools—TVs, paintbrushes, musical instruments—being unceremoniously crushed by a massive mechanical press. The message? This device can perform all these functions, despite being as thin as a politician’s promise.
Apple led with the functional prowess of the iPad—hardly earth-shattering since today’s tech-savvy consumers already expect their gadgets to perform these miracles. Normally, we’d brush this off as just a lackluster ad. However, the campaign was interpreted by many as a dismissal of the value of physical creative tools, suggesting a move toward an all-digital paradigm. This interpretation sparked significant online discourse and highlighted a critical misalignment in Apple’s strategy: the company’s failure to engage with the cultural discourse of the moment.
But what exactly do we mean by “cultural discourse”? It’s the ongoing dialogue that shapes societal beliefs, values, and practices, primarily proliferating through digital channels. This discourse tackles various topics, including the role of technology in our lives. In Apple’s case, the ad seemed to unintentionally endorse a shift toward a wholly digitized existence, neglecting the nuanced public sentiment that values a balance between digital convenience and the irreplaceable authenticity of physical interaction.
This oversight suggested a lack of innovation and cultural attunement, ironic for a brand that has historically prided itself on being at the forefront of both technology and cultural relevance. In today’s rapid digital evolution, it is crucial for brands not only to innovate but to resonate with the cultural zeitgeist.
So what could Apple have done differently? Cue Douglas Holt, who in his book “Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands,” advocates for a deep dive into cultural trends to craft resonant brand messages.
Holt suggests that effective cultural strategy involves identifying and engaging with both cultural orthodoxy (prevailing beliefs and practices) and cultural contradictions (gaps between these beliefs and emerging trends). The current cultural landscape reveals a tension between the allure of digital convenience and the desire for genuine, tactile creative experiences. Recognising this, Apple could have positioned the iPad not as a replacement for traditional tools but as a complement to them.
Instead of crushing symbols of creativity, Apple might have shown the iPad enhancing these tools. Picture a campaign depicting an artist using an iPad alongside their canvas to mix colors digitally before applying them to the physical canvas, or a musician composing a piece on the iPad while playing it out on a traditional piano. This approach would demonstrate the iPad as an enabler of creativity, enhancing rather than eliminating traditional methods, showcasing Apple as a champion of creativity in both the digital and physical realms.
Recall Apple’s iconic 1984 advertisement: it was a hit because it tapped into a widespread desire for individuality and freedom in the face of a perceived conformity. Fast forward to today, and the recent ad could have positioned the iPad not as a tool of replacement, but as one of rebellion against the constraints of traditional creative processes, thereby aligning Apple once again as a champion of innovation and personal expression. Instead, they missed the mark, leaving us to question whether Apple is still the innovative leader it once was or if it is becoming increasingly out of touch with its audience.
Hopefully, this can be judged as a temporary blip in the evolution of this high performing brand given Tor Myhren, VP of marketing communications for Apple recently said the following in AdAge. “Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world,” he said. “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”
Other brands can draw important lessons from Apple’s oversight by ensuring they remain attuned to the cultural currents that matter to their audiences. It’s not enough to innovate; brands must also resonate. This means understanding current cultural landscapes and engaging with the concerns and aspirations of consumers.
Key Takeaways from Apple’s Misstep:
In summary, Apple’s recent campaign serves as a reminder that even the most innovative performance brands can falter if they lose touch with the cultural context in which they operate. Moving forward, brands should strive to understand and leverage cultural dynamics, ensuring their innovations enhance rather than alienate. This approach not only safeguards a brand’s relevance but also deepens its connection with its audience, fostering a legacy of both innovation and cultural resonance.