Apple's recent advertising campaign in China has taken a playful twist to highlight the security features of its iPhones. After partnering with a famous comedian, Apple released humorous video ads showcasing how iPhones protect user privacy with features like Face ID and strong passwords.
An employee helps a customer compare different models of the Apple iPhone 15 Pro series devices displayed for sale at The Grove Apple retail store on release day in Los Angeles, California, on September 22, 2023. (Photo : PATRICK T. FALLON/AFP via Getty Images)
Creative Advertising Strategy of Apple
Apple has taken a playful approach in China to highlight the security features of its iPhones. By collaborating with Yue Yunpeng, a well-known Chinese comedian, Apple has created video ads that resonate widely across social media.
South China Morning Post reported that these ads demonstrate how iPhones safeguard user privacy through features like strong passwords and Face ID, showcased in humorous scenarios.
This approach not only promotes the practical benefits of iPhone security but also distinguishes Apple's commitment to protecting user data amidst increasing concerns about privacy breaches associated with Android devices in China.
The latest video also showcases how Apple's Safari browser protects user privacy by preventing websites from tracking or identifying them. In the video, Yue Yunpeng dons a disguise out of concern for being monitored and tracked.
These humorous videos gained widespread attention on Chinese social media, wherein users were pleasantly surprised by the partnership between Apple and the popular Chinese comedian.
The ads' creativity received praise, and the collaboration quickly became the most talked-about topic on Weibo, amassing over 110 million views and sparking 21,000 discussions by Wednesday.
Apple's latest campaign underscores its dedication to privacy in China. It addresses growing concerns among consumers about data security and heightened regulatory scrutiny.
Privacy remains a critical concern for Apple, especially as it integrates generative artificial intelligence into its devices. In a recent strategy update, Apple emphasized its commitment to privacy, pledging to conduct AI computing primarily on the device itself.
Additionally, the company plans to utilize its Private Cloud Compute system for more advanced AI tasks, ensuring user data remains secure. Apple has previously addressed Chinese consumers' privacy concerns through various initiatives.
Last year, the tech giant launched a video featuring martial arts star Donnie Yen Ji-dan, who defended iPhone users' privacy with kicks and punches. However, Apple's efforts have faced challenges regarding data protection.
Reports surfaced that some Chinese iPhone users received inappropriate messages via iMessage, attributed to iCloud account vulnerabilities by Hangzhou's public security authority local 2023 report.
In compliance with Chinese regulations, Apple has entrusted the legal ownership of its customer data to Guizhou-Cloud Big Data, a company owned by the provincial government.
As one of the top-selling smartphone brands in China during the fourth quarter of last year, Apple saw its market dominance slip following a 19.1 percent decline in sales in the first quarter.
This shift came amidst growing competition from Chinese rivals like Huawei Technologies. Now positioned third in the market, Apple trails behind Chinese manufacturers Vivo and Huawei spin-off Honor.
Apple has resorted to aggressive pricing strategies to bolster its standing, offering significant discounts on iPhones. This tactic proved effective, contributing to a 2.7 percent increase in smartphone sales during the 618 online shopping festival, as reported by Counterpoint.
