The Art of the Story
Apple’s come in for a lot of stick over their new iPhone 4. From reception issues when held a certain way to discoloured screens and other problems, there’s no doubt Apple’s new baby isn’t all it’s cracked up to be.
And yet…
With one single advert, my view of iPhone 4 (as a consumer) is immediately positive again.
Yes, I know it has issues. I know Steve Jobs doesn’t really seem to care about us, as product users and advocates. I know that using all its features will set me back an arm and a leg for contract costs.
But seeing this advert last night makes me consider buying the iPhone. It makes me think that, despite all its issues, the possibilities opened up by this one feature alone make it worthwhile.
Funny how telling a simple emotional story can change our mindsets, huh?
20 Responses to “The Art of the Story”
I guess that’s a sign of popularity – everyone wants to take a pop.
It does look a great piece of kit – I guess I’m I’m just trying to see the value when compared to Droid on similar offerings (data, voice, adaptability).
Although both seem a far better option than my BlackBerry at the minute…
Yes, Apple has stumbled yet, they have built TRUST in the relationship with its’ very loyal customer base and as Simon Sinek illustrates, “Customers don’t buy what we do, they buy WHY we do it.” Apple’s passion for cutting edge great design drives early adopters to its’ latest releases like flies. It shows that the buying decision is an emotional one for many and that emotional part of our brains is never rational.
RIchard A Marti Jr recently posted…. Is your computer protected
Funny how brand loyalty can overcome negative thoughts, fella, huh?
A tug at the ol’ heart string never hurt a thing eh?
I’m not an iPhone user, but I’d consider it as well based on Apple’s ad campaigns.
Frank Dickinson recently posted…. Why Making Money Online Is The Hardest Thing You Will Ever DoEmotional marketing, mate – we all know it, we’re all skeptical at times, yet we all respond to it.
Something to take note from.
Yup saw this about a week ago. Advertising at its very best.
Wait a minute – you’re ahead of me on something? Dammit!
Danny Brown! Am I to take this to mean you do not have an iPhone?? You’re right about the ads – I love the emotional plug. But, both of you have to have the 4G for that particular app to work. As much as I love video Skype, though, it’s a pretty cool feature. Buy it already. You have no idea what you are missing!
It took me a while to switch to a BlackBerry, miss!
But the new iPhone does look pretty cool, I have to admit. And considering one of the arms of the new company develops mobile apps, then I should really look a little more into it…
I was a HUGE BlackBerry user. I swore I’d never switch. I mean, swore. Then I went iPhone. And then Mac. And now iPad. As much as all of us multi-task, there is no better way. We’ll be changing all of our computers at work to Macs as our PCs begin to die.
Ah Gini, When the iPhone first went “enterprise” and opened to apps, one pundit warned the PC corporate types: “beware of geeks bearing gifts.” Once you go MAC…
BTW I don’t have one .. yet. Have other upgrades to do first, but by summer’s end I hope.
Davina
It is a very good advertising campaign from the emotional aspect. Though I wonder how many times the phone cut out before they could tape the entire thing :p… sorry I had to play the devils advocate!
JayTurn recently posted…. Afraid To Offer Your Employees Home Based WorkHa, you know, I was thinking the same thing, mate – it does look a pretty smooth transfer, and from what I’d heard about the video connection, that isn’t always the case.
Wow – epic ad. A perfect example of the power of promoting the service that the product provides rather than just the product.
Sam Schuurman recently posted…. Social Media Top ListsThe iPhone 4 is great so far. No complaints on my end.
These commercials are outstanding. Real emotional situations. They know what they’re doing for sure.
Dave Charest recently posted…. How to Make It Easier For People To RespondDanny, you frame your story well to let us know how all of this first touched your emotions and yet later, what you saw in the advert also persuaded you. Isn’t it amazing how much our emotions guide our decision making. Do you think if you took a few more days to weigh all of this, you would make the same decision?
Robyn McMaster recently posted…. 12 Memory BoostersThe funny thing is, Robyn, even now in the cold light of a Monday, it still carries a positive impact.
Maybe I should wait until the weekend
Danny, Video chats aren’t new, but taking it to the cell phone and making it look that easy (if you both have the iPhone 4).. that’s the real trick, yet they’re not marketing that, the technology.
They are marketing emotion, selling the human experience. You’re right about the emotional impact, Apple tells the story simply and powerfully. Their ad team knows how to hit you where you and your money live.
Like you, despite any problems, I still want one of my own. FWIW.
It’s an amazing phone Danny. The media and the pundits had/having a field day with issues which are really minor in the grand scheme of things. I have zero issues in cell reception and facetime is fantastic value add. My screen did have discoloration as well, but it was gone within 3 days.