As the Apple and Samsung war continues, we get to know more on how Apple has worked on marketing their products and being aware of competitors exceeding them with more interesting products. Now, we get to know that Phil Schiller, the ‘can’t innovate my ass’ guy isn’t really a cool and calm guy in the company with his replies in email. Additionally, we can really think why he is the one to really make audiences in the keynote go WOW most of the time. Take a look at how he responses to Apple’s ad agency below.
As we know in our previous post, Phil is really worried about Samsung’s ‘the next big thing’ advertisement flooding over the world and implanting the products into consumer’s mind, he immediately fired an urgent mail to the ad agency telling them that they should be more aggressive and even suggested to the board that they should change their ad agency. The above mail shows that the ad agency feels the pain for Apple and proposed for a discussion.
The ad agency clearly wants Apple to change dramatically to improve its advertising effort. As a SVP of Marketing in a company, you will surely be mad at how the ad agency can respond in this way rather than proposing new ideas that they can think of besting competition. Here’s Phil’s respond back to the ad agency below.
Phil is making sense in his reply here, the company has given money to the ad agency to run any ads that they think its beneficial to Apple’s product, but to suggest how the company should operate will definitely make anyone mad at them.
The ad agency had eventually apologized, and the response still isn’t satisfying because its kind of absurd that the ad agency has suggested they can do things like back in 1997 where they can use back the Mac vs PC strategy. In our opinion, the Mac VS PC strategy will not work, the result will be simply comparing apples to elephants. You will see a similar result in Microsoft’s recent Windows advertisements, where it tends to compare iPads to Surface tablets and doesn’t work because the iPad is really meant to be a device of convenience and Surface tablets are meant for more advanced computing.
Lastly, we’ve clearly seen Apple drilled its way out of this argument, as we can see in the ads of the iPhone 5, it tends to market the experience of the product rather than its features, which it worked well and still managed to get consumers buy into the idea. We hope that Apple is currently working with a better person in the ad agency or switched to another one, because the company seriously need a better agency to market the products well if they were to play catch ups on their products. Let’s look forward to a great WWDC2014 coming up soon.
