Apple's Latest Ad Draws Mixed Reactions from Consumers and Industry, Data Reveals
Apple's recent ad, for which an apology has been issued, received a mixed response from consumers, according to System1. While it wasn't as negative as anticipated, it failed to meet expected standards.
The marketing world has been buzzing this week following the debut of Apple's latest ad for the new iPad** Pro**. The ad showcases a massive hydraulic press crushing various creative items such as guitars, record players, and paints.
The ad called 'Crush!' received negative feedback online, prompting Apple to issue an apology for missing the mark. As a result, they decided to hold off on airing it on TV.
According to effectiveness firm System1, the ad has a low rating of 1.9 stars and a low spike rating of 0.78. This indicates that the ad may not have strong short-term sales potential. The ad also scored a "modest" fluency score of 77, which measures brand recognition.
Despite the industry's strong response, Jon Evans, chief customer officer at System1 and host of the Uncensored CMO podcast, believes that the reaction of the general public, "the people who really matter," was not as negative as anticipated.
According to Evans, while there was some negative emotion and the overall score was low as predicted, the prevailing emotion was actually neutrality.
According to System1's findings, Apple's brand recognition remains high even though they may not be utilizing their typical branding strategies. Evans noted that despite the weak branding in an Apple ad, this could potentially have positive outcomes.
Editor's P/S:
The reaction to Apple's latest ad highlights the challenges of marketing in an increasingly critical and polarized society. While the ad generated significant buzz, it also elicited a strong negative response that led to Apple pulling it from television. The low effectiveness ratings suggest that the ad may not have met its sales goals, but it remains to be seen how the public will ultimately perceive it.
Apple's decision to apologize and withdraw the ad underscores the importance of understanding the target audience and avoiding offense. However, System1's findings indicate that the public's reaction may have been less negative than expected. This suggests that Apple may be able to salvage the situation by addressing the concerns raised and providing a more compelling message.
