Apple has more than its fair share of successful advertising campaigns through the years. Who can forget the famous and iconic Get A Mac ads with John Hodgman as PC and Justin Long as Mac>. Before that, Apple revolutionized music players with colorful TV ads for the iPod.
The latest to grace the interwebs is a series of visual ads– video and website– called Switch. that ask and answer questions. It’s an attack aimed squarely at Android smartphone customers. Apple places itself as the alternative answer to questions not easily answered by Android sufferers.
- Will it be easy to switch to iPhone
- Is the camera as good as they say?
- Why is iPhone so fast?
- Will iPhone be easy to use?
- How does iPhone protect my information?
- What makes messages so great?
- Can I get help from a real person?
- Can I switch at an Apple Store?
- What about the environment?
- Will iLove my iPhone?
The whole shebang ends with photos of the iPhone line, links to Buy, and a concluding option to trade in your current smartphone and get up to $260 in credit. Obviously, that work work with a Windows Phone for an iPhone SE, but I applaud the effort.
Each of those questions comes with a straightforward paragraph of detail; not too much, just enough, to help Android customers see the differences and be persuaded and assured that a move is easy.
Now, notice among the questions which ones segregate or differentiate Apple from anything Samsung, Google, or whomever else dares to sell a premium smartphone to compete against Apple.
Is the camera as good as they say?
There may be better cameras, but the average person cannot tell much difference between a DSLR photo and a good iPhone photo. So, the answer is yes.
How does iPhone protect my information?
This isn’t a gotcha question, but Apple maintains certain advantages over Android regarding malware and user tracking.
The next two are big hits.
Can I get help from a real person?
Apple has a store with helpful people. Have you ever seen a Samsung Galaxy employee? Or, a Google employee?
Can I switch at an Apple Store?
It’s almost fixed overhead for Apple and I’ve seen plenty of Android smartphone customers walk in, get help to switch, and walk out with everything done and ready to rock and roll with an iPhone.
Will you get that treatment at Best Buy? Does AT&T, Verizon, T-Mobile, or Sprint treat you the same way as how you’re treated at an Apple Store?
In addition to the Switch campaign, Apple has a few video commercials which are less direct, but definitely the kind that grab attention, Apple style. They’re not of the Get A Mac variety, which were entertaining but didn’t do much to move the needle of Mac users upward (I suspect Apple has had greater success selling Macs to record levels thanks to the iPod and iPhone halo effect).
Apple’s YouTube channel displays the recent video ads but also has a Today At Apple video which highlights something you won’t find with any other competitor. Apple’s retail stores are a great resource, but now are home to Today At Apple, free instruction sessions on how to use various Apple products.
Combined, the video ads, the Switch campaign, and Today At Apple highlight a notable difference in how Apple presents itself to non-Apple customers, and how owning an Apple product is differentiated from Android or Windows PCs. No other technology gadget company can do to the same scale what Apple does.