The Apple iPhone 5 Consumerismproject by Lise Arsenault Presented to Mr. Marc-André LeBlanc
About Apple • Founded in 1976 • Notable people: Steve Jobs, Steve Wozniak, Tim Cook • Headquarters: California, USA • Revenue (2012): US$156 billion, and an expected revenue of about $52 billion for the first quarter of 2013. • Advertising budget (2011): US$933 million • Advertising for iPhone (2010): US$173.3 million • 394 retail stores worldwide Source: Official Apple press releases
About the commercial • Posted on Apple’s official YouTubechannel on September 21st, the release date of the iPhone 5. • 1.5 million+ views • Described as "The biggest and tallest yet somehow thinnest and lightest iPhone yet. "
About the product • The sixth iPhone • "The biggest thing to happen to iPhone since iPhone" • 26.9 million sold in 2012, 2 million of those in the first 24-hours of online pre-order, and 5 million within the first threedays in stores. • iOScurrently has 53.3% of the worldwide mobile smartphonemarketshare. Sources: Official Apple press releases & BGR
About the product • iOS 6 is not verydifferentfromiOS 5 • The anodizedaluminum back of the phone isprone to scratching • The largerscreenmakesitdifficult to manipulatewhenusing the phone with one hand • The new "Lightning port" connectorrendersold components useless Sources: Official Apple press releases & The Verge
Logos • " How cansomethinggetbigger and smaller? " (Screenhight vs. Weight, depth) • It’sthinner and lighter, therefore more convenient • You see the phone in action: Flyover, web browsing, movieviewing, etc.
Pathos • Near the end, they show a picture of a smilingchildat the beach.
Ethos • By showing off the blackboard in the beginning, itmakes the consumer trust theirknowledgein the topic("They must know whatthey’redoing!") • Narrated by Jeff Daniels • The advertisementfeatures a clip from the film "Brave"
Environmental impacts Summary Source: iPhone 5 Environmental Report
Social impacts • The phone will push othercompanies to improvebattery life, as welldecreasethickness and weight, in order to keeptheircustomers. • The demand for desktops and laptops has declined. • $14.1 billion in application revenue in 2012, much of whichisgoing to smallercompanies and individuals. • Witheverygeneration, people feelthe "need" to upgrade Sources: MediaPost, ABC, Gigaom
Is it effective? • Apple ads are known to be creative, simple and clever. The "Geta Mac"campaignis one of the mostrecognisedexamples. • Theytargetdemographicsthat are easy to convince. • Theireffectivenessisalsoaffected by the ‘i-phoria’ that new productsbringalong. Source: Web Pro News