Apple lost its audience.
Apple’s latest ad crushed it.
It crushed the idea that they understand their customer’s values.
The customer response (from both sides) is visceral:
“It’s a bit like a punch in the mouth!”
Or, “Lighten up, boo hoo creatives!”
Regardless of your side, there’s a deeper lesson here. And it’s not subtle.
Apple lost its audience.
Apple’s once-famous customer focus shifted to a product focus. Oops.
Consider these narratives:
A Customer Mindset: “You feel squeezed by technology. Yes, tech is a tool that enables creativity. But it threatens it too. See what AI is doing to illustrators, writers, and UX designers. Yet, you have a human need to create. And your tools (even the analog ones) are important. We champion your need to create.”
A Product Mindset: “This improved creative device is incredible, thin, and powerful! So much that we’ve squeezed into it every creative tool ever. It’s all you need. Wink. Wink.”
Which one feels better to you as a customer? Which one represents the ad?
Apple was renowned for standing for unlocking human potential. Think of the “1984 Ad” for example.
The product was not the hero.
Rather, it was how it made you feel. About who you can become.
Which is the opposite of a “cool” and “innovative” message.
Don’t let this happen to you.
Remember this: Know and care for your customers.
It’s really that simple.
How? A human-centered process is the best way to understand your customers.
What they think and feel. What they fear. And what they love.
But mostly, just listen as a human.
Crush that instead!