Since its creation, the iPhone has risen in popularity. People had many doubts about the iPhone when it came out. It did not become as popular as it is only by word of mouth. The iPhone was strategically advertised to become as popular as it is now. Apple’s advertisements represent what the company stands for.
The first advertisement that can be analyzed is the “Thanks a billion” ad. In this ad one sees an iPhone 3G that shows an endless amount of apps coming off the screen. This ad is thanking iPhone users for buying a billion apps. The iPhone in the ad looks as though it was made on a computer. It is not a picture of an actual iPhone. The background is flat white, but it there is a shadow underneath the iPhone, which makes the viewer think it is sitting on some type of platform. This ad makes a few assumptions about iPhone users. The first assumption is that all iPhone users contributed to the billion apps sold. This may not necessarily be true. There may be people that use the iPhone purely for a phone, to text and call. The iPhone comes preloaded with apps when one buys it. The user does not have to pay for these apps, so these apps do not contribute to the billion sold. A user may only use these apps that were pre-downloaded and never buy an app.
This ad apple made does not only advertise for the iPhone, but it advertises for each individual app shown. The apps closer to the screen start off small, and they are relatively hard to see. If one looks close enough, he may be able to tell what the app is. As the apps come out of the screen they become larger and easier to see. The larger apps are some of the most popular apps in the App Store. Some of these are the Facebook, Pandora, or Shazam apps. These companies most likely paid Apple to put their apps the largest in order to advertise their company as well. This ad was strategically made not only to advertise the iPhone but also other companies that have apps on the app store.
The next ad we will look at is the fist video ad for the iPhone. The video starts with people saying hello in old black and white movies. The movies progressed until the people saying hello are from modern films. What makes the iPhone so popular is how simple it is to use. This idea is represented in the video ad. The creators do not show people saying whole sentences; they only say one word, “hello.” The ad appeals to all audiences because it starts with very old movies and moves through time until it gets to recent movies. The “hello” comes from very popular films such as Anchorman or Meet the Fockers. The ad shows people answering the phone, which is appropriate for a phone ad, but one can also interpret “hello” as the iPhone saying “hello” to the world. What makes this ad so successful was where it was premiered. This ad was first aired at the Academy Awards, which is one of the largest events for the film industry. Each year people in the film industry come to this event to be noticed for superb performance in a certain category. Many of the people in the ad may be at the award show. This makes the ad more personal by connecting it to these celebrities that people idolize. The ad has one flaw, however. It assumes that the viewers have seen the movies. If the viewer has not seen any of the films shown in the ad, then it is not as successful.
The first two ads we analyzed are ads of the original iPhone. We can compare these ads to ads of the new iPhone. The iPhone 6 and 6+ are the newest iPhones. In order to sell these phones successfully, Apple must create ads showing what the iPhone can do and why it is better than all the other iPhones. This ad focuses on the size of the iPhone. Throughout the ad one of the voices keeps repeating how the iPhone is “huge.” He is no longer referring to the size of the iPhone; he is referring to how the iPhone is important. He is trying to get people to buy the iPhone because it is groundbreaking and revolutionary.
The ad makes a few assumptions about the people who use the iPhone. The first things you see when watching the ad are the iPhones and the hands holding them. It is obvious that the person holding the phone is a Caucasian male. His fingernails are perfectly groomed and there are no errors on his hands. This is unrealistic. Not everyone who uses the iPhone is going to be white or perfectly groomed. This seems as though the ad is not marketing to all the different types of consumers. Another thing one notices when looking at the ad is the slimness of the iPhone. One of the selling points of the iPhone 6 and 6+ is how large the screen is and how slim the body is. People do not want to carry around a thick heavy phone, so Apple has made a phone that is lighter and skinnier than others. The ad says that the phone will “change the way you see the world.” By viewing the world on your iPhone, you are not actually viewing the world at all. People are looking at a projection of the world on the screen of their phone. The ad tells the viewer “it can improve your health.” The iPhone itself cannot actually improve your health. It gives you the tool to track your health, but it does not make you healthier.
In the first iPhone video ad there are short clips showing people saying “hello” into a phone. The iPhone was saying “hello” to the world. The ad does not show many other things about the iPhone. It does one very quick spin, shows the screen, and then is no longer shown. In the newer iPhone ads, key parts of the phone are showed. In the one analyzed above it advertises how big and slim the iPhone is. The screen is large, yet the body is slim. Apple prides itself on simplicity. In each of the three ads analyzed, this is proven. In the second ad it is simply saying “hello.” In the first and third ad the iPhone is set on a completely white background, but one can tell there is a bit of depth to the setting. There is much thought that goes into selling the iPhone. The ads are strategically shown at specific times and highlight specific features to make people want the iPhone. Apple is very good at advertising, and one can see this by how popular its products have become in the past decade.
Apple. “Thanks a billion.” Advertisement. 2009. Ads of the World. Web. 1 Dec. 2014.
Apple. “Hello.” Advertisement. 2 Mar. 2007. Apple. Web. 1 Dec. 2014.
Apple. “Huge.” Advertisement. 2014. Apple. Web. 1 Dec. 2014.