Were Apple’s new “Genius” ads that bad?


Apple is well known for their line of laptops, smartphones and tablets (a.k.a
Macs, iPhones and iPads). Starting in 2006, Apple has tried to keep up in the
advertising market by creating eye-catching and humorous ads on TV. They first started
out with the “Mac vs. PC” commercials, featuring Justin Long. There were sixty-six
clever commercials that drove Apple’s sales skyward: a 39% increase over a one-year
time period. The ads drove many people to purchase a computer for the first time or
switch over from PCs.

Enter present day, and Apple has had a hit-and-miss with their latest generations
of ads. First aired during the 2012 London Olympics, Apple’s ads featured an Apple
“Genius” helping out a seemingly idiotic customer. Geniuses are hired by Apple and
work in the Apple Retail stores across America, solving all of our technical and
devastating problems.

The ads generally showed the ‘idiotic customers’ not knowing how to purchase a
Mac, or do common tasks, such as creating books in iPhoto. The customer beocmes
overwhelmed with emotions and desperately asks for help from a genius, which
happens to be in the right place at the right time.

When the press first saw the ads, people did not believe that the ads represented
many of the customers that came into the Apple Stores. There was wild controversy
started on technology forums, such as CNET and TUAW, and the ads also received
criticism from a widely respected advertising executive, Ken Segall. He claimed that the
ads were “causing a widespread gagging response, and deservedly so.”

Only a mere two weeks later, Apple removed the ads from their official YouTube
channel. Some applauded Apple, however, others, like myself, do not completely
understand why the ads were removed. Some YouTube users downloaded and
reposted the ads on the video site. Even still, the ads have a majority “thumbs down
rating” of over 80%! I thought the ads were clever, and other people from Douglas, like
senior Kristen Lessinger do not understand why Apple removed the ads.

“I don’t see why the ads would be removed. I would assume that most
customers of Apple really do ask the questions in the commercials. The ads were very
clever and show how simple it is to use Apple products.” said Senior Kristen Lessinger.

Apple refused to comment to the media on why they removed the ads. We do
know that the leading director of the commercials quit his job at the ad agency that
developed the ads.

“I think that they are just like every advertisement. I can see why some would be
offended because in some aspects it makes it look like Mac users are clueless, but I
honestly don’t see it as something to overreact about. Apple was just joking around,”
said Junior Miranda Rioux.

Apple has given no official statement on why they removed the advertisements,
however, it was likely they were removed because of the major controversy. Some
even believe that they will return, just “re-worked.” Do you agree, or disagree?