Watch the masses lose their collective bowels over the new products that are going to be released over the coming months. You know - that season when people drop a lot of cash on things. This idea that if products aren't updated bi-annually the company is going down the toilet will go away.
I don't live in California but I suspect that a lot of people who do might take some pride in it (think sports teams) and when they make something cool, it's nice to see their home state on there and not just an FCC badge and "Made in China". There's nothing wrong with being proud of your work. The same applies with the "Assembled in USA" badge you might see on an Apple or Google product - be proud.
Well, what if I am not US citizen?
For people outside of the USA, a "Made in California" sign might be a mark of quality for gadgets, just like "Made in France" for wine, but why adding pride to this?
I'm not a US citizen either. Apple's (and Amazon, Google et al.) primary market is the US. "Designed in California" makes no difference to you and I, but it might make the difference between 15 million vs 15.5 million sales if they drop an extra 0.05 cents worth of paint pointing out where the phone was conceived. That, and I truly believe Apple has a strong sense of pride.
> but why adding pride to this?
Evoking emotion sells your product to people who feel it. Those who don't feel it...eh? They'll still buy the product if they like it. Perhaps you can market it to them in a different way. Broad-spectrum marketing.
This is it.
This is what matters.
The experience of a product.
How will it make someone feel?
Will it make life better?
Does it deserve to exist?
We spend a lot of time on a few great things.
Until every idea we touch enhances each life it touches.
You may rarely look at it, but you'll always feel it.
This is our signature, and it means everything.
(credit to http://curi.us for having some of these thoughts first)
I'm not going to jump in on the "Apple is over because Steve Jobs is gone train" but I'd argue that up until now, they just had a signature - they didn't tell us about it.
After all, a signature is supposed to be recognized on it's own. If you have to explain the importance of it, it sort of loses some of the significance - right?
Now that can still be OK. If for example Apple is actually trying to change the discourse about how people judge devices - "don't judge devices by how much they cost, or their spec sheet, judge them about how much they improve your life" then an occassional ad that explicitly makes people think about things in that way can be effective. It's not about selling an iPhone, it's about getting people to think about these issues when they are in the shop buying a phone, rather than simply just opting for the cheapest phone they salesperson shows them.
Still, it grates. I think they could have got that message across without explicitly stating the message.
A "signature" and what I'd argue they're trying to say here - is something built into their product that you see and say "oh, that's apple." Up till now, they've had that, but never felt the need to say "this is our signature" - because it was obvious.
"The experience of a product."
It's so vague it's meaningless.
This idea is the foundation of our society, our economy, our entire conception of ourselves. I guess the only difference is that these days the idea is so deep into the water supply, they don't have to be coy about it any more.
There are many things this should make you feel, but surprise isn't one of them.
Oh, also: "Designed by Apple in California" was brilliant in its subtlety, on the back of the iPhone if you looked hard enough. Taking that and making it a 40pt headline destroys the spirit of it and is one of the worst examples I have seen recently of mismanaging brand equity.
Precisely. For all that Apple is, even at its best, it's just a manufacturer of consumer gadgets.
As an aside--this is not related at all to this article--I consider it a slight to Elon Musk when he is considered "the next Steve Jobs." Elon Musk is obviously his own creation, but he also has the potential of bringing more meaningful transformation. Comparing the two is facile, but disappointing on so many levels.
People make the jobs comparison because, like Jobs, he started out as and outsider.
With that said, Apple introduced computing into the home as a mass market product. Before that, computing was not approachable by non-hobbyists. Everything since has been built upon this revolution.
To provide some context, below is a 1983 Time Magazine cover, which illustrates the importance of personal computing even then; before Wintel came to be. Apple wasn't the only player at this time of this cover, but they helped start the revolution lead to the magazine cover.
Also, you may find this video interesting, which shows Steve Wozniak walking through the evolution of the Apple computer. Again, all of this occurred before Wintel.
Just as an interesting counter-point, this last video sure is prophetic about how you just never know who will try to eat your lunch.
Apple is known as the inventor of the Personal Computer because they, ya know, invented the personal computer in any meaningful sense of the term.
When I see "Designed in California" I instantly think "Made in China for a pittance, based in Ireland for a tax dodge".
Thinking of the Bay Area designers doing so well out of other people's misery is absolutely the worst thing I could associate with the Apple brand, especially as it plays so readily into the (mostly unfair) "smug hipster" image Apple has created for itself.
That said, unlike the author of the article I am not an Apple fan. I have owned two Apple devices, and both broke in short order. I have an instant distrust of personality cults. Finally, and most importantly for my self-image, I like being able to tinker. So, I suppose, take this comment with a dune of salt.
I think this was kind of the point of the ad. I felt the vibe was very similar to that of the "think different" ad from the late '90s, which was targeted towards Apple/Mac faithfuls:
That ad was released at a low-point in Apple's history, and implored the faithful to hang in there. I'm not sure why this ad was released now though... perhaps asking the faithful not to jump ship, even though there are now fairly well-designed competitive products in the market? No idea.
They're in part, an effort to reduce dissonance.
"Cognitive dissonance can occur across multiple product lines as well as a competitor's products. Advertising and promotional campaigns can help raise consumer confidence about making product purchases and reduce the chances of buyer's remorse that may cause consumers to return products in favor of those offered by the competition."
This particular campaign seems almost like it started out as a video that you would play at a general assembly of Apple employees. Good for them, but for the rest of us?
As the writer of the article is with the ad.