25 July 2015Apple:
Every iPhone we’ve made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.
A lot of people are put off by this kind of direct advertising, especially as Apple generally goes for something more subtle. Shot on iPhone is a perfect example of a sophisticated campaign that has strong implicit meanings without saying anything outright and it works well. Sometimes, though, you just have to tell people things directly which is where advertising like ‘Why iPhone’ exists. Also, you can’t sell the iPhone on camera quality alone which is a major disadvantage to the Shot on iPhone ads, they only relate to people interested in good photography.
In general, I think the idea of this new campaign is fine … but this web page is sloppily made. The fake iPhone has some weird jerky animations (see how the Passbook credit cards slide in) and features a Safari icon that doesn’t match either iOS 8 or iOS 9.1 Even the written copy is awkward. I highlighted one example on Twitter. You can consider the use of very informal language as a stylistic decision but the repetition of the word ‘sneak’ is just bad writing. Here’s another awkward example from the third ‘page’ of the site:
What that means is, you don’t actually have to know what that means. All you have to do is use it to see that taking photos and videos on iPhone is really. Flippin’. Amazing.
Formal or informal, “flippin’ amazing” is not something I would deem appropriate for Apple ad copy.
1 The page also uses scroll-jacking which I hate. Unfortunately, Apple’s web team seems to love it at the moment.