Apple: Chapt. 17 Advertising

 

Apple's advertisement strategy for new products is mostly a Pioneering Advertisement. Apple seeks to create interest for a new product by featuring the specific product, with a white or black backdrop, being used. This accentuates on the special features that will make a consumer want to buy the product or makes a high demand for this one product. Apple has many of these commercials out for their iphones, macbooks, and ipads. This simple commercial is cost efficient because it doesn't cost a lot to direct and produce.

However in other occasions, Apple has used celebrities if they really wanted to get their point across (and product sold) one example is the commercial featuring Samuel L. Jackson using Siri on his iPhone 4s:

Apple Inc. reportedly spent more on the iPad early on in advertisement than the iPhone because their goal was to attract customers to buy into a new product category. Apple has spent $307.7 million dollars in the 2011 fiscal year.