"It's probably a new iPhone."
"Or... a bigger iPhone?"
"Maybe a smart watch?"
"I heard it's going to have a new mobile payment system!"
"Oh yeah? Well... I heard it has a cure for Ebola!"
"...that escalated quickly."
Oh, so much fun speculation! Gotta love the turn't up
The overblown speculation was surprisingly on point this year. There was a new iPhone + a bigger iPhone too! Along with an updated operating system Apple also announced a new mobile payment system. Oh, there was a wearable device announced too. The Apple Watch. It was some really cool stuff, and I'm sure they will sell millions of units. No cure for Ebola just yet, but hey, 2 new, bigger iPhones!
Full disclosure, I am a long term Google guy. I like the Google ecosystem, I appreciate the openness and options of Google products. But, Apple have released and continue to release some admittedly cool stuff. I would probably not buy Apple products for myself, but I would graciously accept them as promotional considerations or gifts (aka free). Sure that may be a shameless plug for free stuff (hey Apple!), but also a segue to another surprise announcement at the Apple event. An actual free gift from Apple to all its loyal fans! A grand gesture from a grand company. A cool marketing opportunity with a world revered band. Apple was going to give a free copy of the first new U2 album in 5 years to every iTunes user. An simultaneous, previously unannounced, album release for 500 million+ people . In what they called the biggest album release of all time, the album was put into everyone iTunes account without having to do anything. Including consent to the delivery of the album. Beloved company, beloved band, free content, what could go wrong...
Beautifully minimalistic Apple aesthetic-
Check.
Generic Arena rock sound-
Check.
Overblown dose of nostalgia-
Check.
"Edgy" rich guys calling for a "revolution"-
Check.
Misguided attempt at cool-
Check.
Missed opportunity-
Check.
Hahaha. I seriously think the song is weak. Not a fan. I suppose it works, in a "demographically sound" way, but the whole things wreaks of corporate uncool. The commercial is getting tonnes of buys in the Canadian markets and I just SMDH every time they come on TV. Apple commercials are usually low key, pleasant,and somewhat inspiring pieces. This one lacks the inspiring factor, despite wanting to showcase it so bad. The commercial is overblown, yet somehow pretty boring as well. It feels like its been done before. While researching this article I stumbled onto another minute long ad where a fading tech brand met a big band...
Hahaha, U2, is that you? Again? You guys must be popular, especially among the upper management "dad rockers" at tech companies. Okay fine, these guys are icons, I get it. U2 have made some fantastic tracks. And their musical legacy speaks for itself.
However I also think they are a safe bet, the standard for corporate rock. Apple could afford to have been more bold (shout outs to Canadian BlackBerry!) in their move to seize the hearts and mind of music lovers all over the world. Despite the huge money and big names involved, U2+Apple has been given lack luster reviews all over the media realm. The once fawning media hoards have turned on Apple and its "creepy" "spam"-like tactics to force this new U2 on you. Do you have an iTunes account? Yes you too! There has also been an understandable backlash from various music retailers about the perceived snub and loss of incentive to carry and sell the album. Reviews for the album have been polite, but it has been overshadowed by the mass rejection by a vocal group of Apple users.
While I applaud Apple for being forward thinking in their strategy to distribute music. I simply think they could have done it with a cooler musical act and delivered a superior musical experience for their fans. Apple is the biggest music retailer in the world and they need to make statements in the music industry. I think the could have had an in house guy do a better job of connecting them with the music fans in a meaningful way. The guy is Dr. Dre! The headphones guy! When Apple acquired the Beats by Dre brand both founders Dr. Dre and Jimmy Iovine went to go work at Apple. How cool is that? Legendary music producer Dr. Dre works at Apple? That must be amazing for the diversity numbers. I kid I kid, but I genuinely think it is pretty cool to have Dr. Dre on your team. This guy is straight out of Compton, and a musical legend.
Dr Dre is also the composer of a long awaited new album. An alleged follow up to the classic "2001" which was released in the year 1999. That album is supposed to be called "Detox" and it is fast becoming one of the most powerful myths in the hip hop/pop culture. Dr. Dre has been putting in work in those 15 years, he's produced countless hits, he's built superstars (Eminem, 50 Cent, Kendrick Lamar), he's built an empire with Beats. The album has also had a revolving door of prestigious collaborators in the hip hop industry who all promise that the album is unprecedented in scope, and close to being done! So imagine if Apple got Detox. Apple would be the coolest company on earth. They would forge themselves into music history as the company that gave the people Detox! Maybe Dre doesn't have the "mass appeal" of U2, but such a project could be a revelation in marketing. Hindsight is 20/20. Apple and U2 will survive. However this is how they get things right next time.
Apple should bring Dr. Dre out at the end of their next mass. Get him to announce Detox is coming out on (specific date). Also announce it will be free for everyone who wants it on iTunes and Beats Music. Allow fans "pre-order" the download of the free album, therefore giving consent and creating the digital equivalent to the experience of standing in line. Nothing creates buzz like a line! By making it a more "opt-in" scenario the negative feedback would turn to reverence from many of the disenfranchised fans. Apple would win acclaim for delivering a highly anticipated, yet unexpected musical experience to the people. Just imagine the Apple commercials, with slick Dr. Dre production. The recipe is all intact. This idea would work, it still could work. Apple+Dre just need to get to work.
Conversation worldwide would go like this:
Apple Fan
Hey man, Apple is sick! We got Detox!
Other person
Yeah, but you had a faulty update, bendy phones, and just copied your competitors phone sizes.
Apple Fan
Yeah... but we got Detox first. Hahaha! Suck it!
Other Person.
: ^ ( you're right. I wish I was an iPerson.
Apple win!
Instead conversations worldwide are going like this:
Apple Fan:
Girl, this new iPhone 6 is the s**t! It's bigger, better, and more beautiful than ever!
Other person:
Yeah, but at least my phone wasn't spammed with U2's s**tty new album. And my naked pictures weren't leaked online.
Apple Fan:
: ^ ( you're right. iSad.
Apple loss.
Selling music is increasingly difficult in the digital age. People just don't buy music like they used to. One hit song no longer warrants a full album purchase. Everyone can pick and choose what songs they like and can most likely get it for free online anyway. Apple+U2 realized this and took a brave step toward the future of music distribution. Unfortunately, it didn't really work. Apple came off looking like a creepy, out of touch company with the coolness factor of a 2009 Blackberry. What was supposed to be a marketing revelation quickly turned into a PR disaster. Apple will survive, they've already sold millions of new iPhones. U2 will continue to play huge stadium shows and play big corporate gigs till they quit. However Apple now has pressure to correct this misstep and deliver big time the next time around. Hopefully someone at a meeting at Apple HQ is like "that f**king blog from Brampton no one reads is right!! Paging Dr. Dre, paging Dr. Dre!" It needs to happen, and it probably will. Consider this an early start to the next iPhone speculation season. We're only eleven months way from the next iPhone launch! Yay!
*jda out*
JDA is a #BramptonRises kinda guy! Also, a google guy who doesn't use google+. Follow him on twitter @Jibbyville
#BramptonRises is a platform founded in 2012 to engage, connect,and inspire the new leaders of Brampton. Like us on facebook. Follow us on twitter. Don't sleep. #BramptonRises.
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