Apple’s bad ad

Two words you don’t see together very often: Apple apologizes.

Recently, Apple released a new commercial intended as a sequel to its iconic 1984 commercial. Instead, it completely fell flat.

It’s not just that Apple made a misstep, which seems to be happening more often lately. It’s more that its usual defenders aren’t as vocal, and probably more critical than they would have been before. 

It’s performing worse on the negative brand litmus test; people didn’t stifle the negative press, they amplified it.

It’ll probably be fine—but if I worked with them, I’d be keeping a close eye on it.

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