Apple is going after Android users again in its latest "Life is easier on iPhone" campaign. Earlier this month Apple released a similar campaign, encouraging Android users to abandon their current phones and pick up an iPhone instead.
In the previous ads, Apple highlighted features such as music, privacy, photos, and more. The three new ads, on the other hand, focuses on security, contacts, and performance.
Apple Debuts Three New Ads Encouraging You To Switch To iPhone
The ads entitled "Smooth" and "Security" emphasize a hardware and software that "just works," in addition to the iPhone's constant security updates. Apple's knack in advertising is yet again in full display, and like the "Get a Mac" ads of the olden days, there's actually no iPhone to be seen anywhere, showing Apple's minimalistic and symbolic approach to ads. Instead, complex processes are simplified and augmented with actors, each of them representing key metrics.
The Security ad, for instance, is a clever example. The screen is divided into two sections: "your phone" and "iPhone." A robber easily infiltrated "your phone" while the iPhone was rock solid — impenetrable.
The ad for Smooth, on the other hand, is also well done, featuring a woman waking from left to right, her body lagging and glitching while on "your phone." When she crosses over the iPhone section, her movements become fluid and uninterrupted by slowdowns. Quite a creative representation of a phone's performance, people will likely understand more as opposed to traditional speed tests direct comparisons.
Finally, the ad for Contact shows how easy it is to transfer contacts from a non-iPhone to an iPhone, represented by people jumping from "your phone" to "iPhone" in slow motion.
Apple has long focused on convincing Android users to switch to iPhone, especially as the company falls short of its expected iPhone sales. Apple has highlighted the number of people switching over to iPhone during its several recent earnings reports with investors, suggesting that one of its strategies to balloon iPhone sales even further is to capture the Android market.
Three New iPhones Headed This Fall
The ads might also be Apple's form of preparation before finally unveiling three new iPhone models this fall, including two iterative models of the iPhone 7 and iPhone 7 Plus and the hotly anticipated iPhone 8, rumors about which already run rampant.
It's possible Apple is positioning its forthcoming iPhone models as the perfect time for Android users to switch to the iPhone, which, if true, could mean that we're getting more ads akin to the ones above.
Getting Android users to switch to iPhone is a tall order, one that would require more than a clever campaign. Apple's ads, however, highlight the iPhone's features instead of the iPhone itself, and like the Get a Mac ads, they show that if you're not using an iPhone, you're not getting the best experience available. Apple has opted for the "don't sell the mattress, sell a good sleep" approach, and it has to hope it'll sit favorably with Android users.
Thoughts about Apple's new iPhone ad campaign? Android users, do the ads convince you to finally switch to the iPhone? As always, feel free to sound off in the comments section below if you have any thoughts!
