Has Apple got its iPhone 5 PPC copy right?
So you might have heard the iPhone 5 was launched yesterday. And this would be the first Apple launch for five years when the “might have heard” was not sarcastic.
The Apple brand is seeing its first wobble since the Jobs/Ives dream team first rolled into the company’s Paulo Alto offices. International tit-for-tat court cases with Samsung, and even the minor blip of increasing the cost of the late Whitney Houston’s back catalogue, bring home the fact that Apple is the biggest, most valuable company in the world. A far cry from the cool cult brand it was once taken to be, as the ‘Fake Steve’ discussed on the BBC.
So they launch a new phone and the product doesn’t quite match the hype. As a producer and retailer they have got to deal with and address the issue. And where better to do that than at the start of the consumer journey – search? More specifically, paid search.
This morning, a quick search returned an Apple PPC ad featuring the copy ‘iPhone 5 – It’s not just bigger‘; which, depending on your viewpoint, could be seen as inspired or admitting failure.
In the positives; it addresses the initial concerns of the prospective buyer and retorts back to some of the surprisingly average reviews.
It suits the overall tone of Apple’s communications, which is always recommended for a successful PPC campaign, and has a great use of site links to product specific pages.
In the arguments against, does it look like they are admitting the shortfall? Reading it out aloud, it’s difficult not to sound like an Apple evangelist defending their new purchase.
It’s a tough challenge to deal with and, I suspect, Apple’s approach will go a lot further than just PPC copy. But, personally, I don’t think this choice of PPC copy is the best tactic that the company could be using.
What do you think… about the ads, not the iphone5?