Apple originally started the 'vs.' ads with its "Get a Mac" campaign but eventually stopped the popular ads. It made it no secret that it was pointing out what was wrong with Windows and why people should choose a Mac. When Apple made commercials for the iPod, iPhone, and iPad, it never compared the product with a rival again. Apple puts the spotlight on its own device. It shows people the features each device has in a way that someone can relate to. A good example is showing the iPhone's FaceTime feature while a son FaceTime's with his father and shows his father his granddaughter for the first time. iPad ads now focus on the amount of iPad specific apps available in the App Store. The ads are short, simple, easy for anyone to understand, and most importantly has a clear focus, and that is the device in the ad not a rival's.
I understand that Microsoft, Amazon, and Samsung need to try and sway consumers to their offerings, but each of their latest ads all have one tragic flaw in common, the focus is on Apple. They say imitation is the highest form of flattery, so Apple should feel very flattered that these companies spend millions of dollars on creating ads that also give Apple free publicity. The ads try to highlight why each company thinks their device is superior to Apple, while also risking having the ability to creep into consumer's minds that maybe there's a reason why so many people buy Apple products.
Microsoft's latest ads are the best out of the bunch. Microsoft isn't showing people doing dance routines with its Surface Pro and Surface RT anymore. It is now focusing on Windows 8 and Windows RT against the iPad and even uses Siri's voice to narrate its commercial. It fails on so many levels. There's not a Surface in sight, but there is an Asus VivoTab Windows 8 tablet vs. an iPad in one commercial. The second commercial is a VivoTab Windows RT tablet vs. an iPad.
Microsoft is trying to show the differences between Windows 8, Windows RT, and how each compares to the iPad. It gives the iPad free publicity and confuses consumers by showing two different Asus tablets running two completely different operating systems against the iPad. The tablets and the operating system on both tablets look identical, so the consumer is led to believe they are the same. The average consumer is not going to know the difference between Windows 8 and Windows RT, and is going to expect a Windows tablet to have the same features the consumer saw in Microsoft's commercial. The problem is they'll need to remember which commercial they saw, or they will choose the wrong tablet.
Amazon has taken the approach of using something it's well known for, finding a great price. Unfortunately, Amazon also takes the same tactic of putting a Kindle Fire HD on the same screen with an iPad. Again, giving the iPad free publicity and making consumers wonder why the big price difference? Is the iPad so overpriced or could it be that the Amazon device uses lesser quality materials than Apple? It's those kinds of questions that you don't put into a consumer's head through your ads. Focus on your product without pointing out to people that this other product is purchased by millions of people; it leaves the impression that there might be a reason for that.
Samsung has taken the approach of claiming its smartphone is superior to the iPhone in so many ways. It shows the whole Apple fanboy waiting in line for the next-Apple-product-to-come-out ritual. Again, highlighting that many people lineup and wait for Apple products. It shows off the features of its smartphones while showing "old and unhip" people trying to do the same thing on an iPhone, but can't.
All of these commercials leave in your mind a comparison of one product against an Apple device. Apple on the other hand doesn't leave you thinking about Microsoft, Amazon, or Samsung. Companies should show how amazing their products are, have a clear and relatable focus, and show us what it can do. I don't need to see an iPad or iPhone showing up in a Microsoft, Samsung, or Amazon commercial. Do you?
