Apple Unveils Key Insights Into Its Brand and iAds
Let’s get the obvious out of the way about Apple’s WWDC keynote: iPhone 4 is available June 24th. It’s the biggest innovation in smartphones since the original iPhone launch in June 2007.
That aside, Steve Jobs spoke about two other things that are much more interesting than the new iPhone, if only because we already knew about iPhone 4 thanks to Gizmodo’s dubious investigative reporting tactic.
1. Apple iAds: Major Advertisers Have Already Committed $60m in 2010
The iAd network is exciting: it’s built into iPhones, iPods, and iPads. The number one pre-release complaint we’ve heard so far is that it’s much more expensive than typical display ads. Well, we got our first look at why the price atypical. The iAd is not your typical display ad.
iAds take rich media ads to the next level – they’re fully-interactive apps. Steve Jobs gave us a sneak peak at an upcoming ad from Nissan for its new electric car, Leaf. The ad included an immersive video experience, and an app that lets you interact with the 3D version of the car, including interactive representations of how far you can travel on a dollar’s worth of energy with the Leaf versus other cars – from the Prius to the Hummer H3.
Per Apple:
iAd will kick off with mobile ad campaigns from leading global brands including AT&T, Best Buy, Campbell Soup Company, Chanel, Citi, DirecTV, GEICO, GE, JCPenney, Liberty Mutual Group, Nissan, Sears, State Farm, Target, Turner Broadcasting System, Unilever and The Walt Disney Studios.
Apple has iAd commitments for 2010 totaling over $60 million, which represents almost 50 percent of the total forecasted US mobile ad spending for the second half of 2010.
2. Apple Brand: The Intersection of Technology and Humanity
Steve Jobs revealed some insight on how it sees itself relative to its competitors, namely, Google and Microsoft. It came at the very end, when Jobs confessed:
“We’re not just a tech company. Apple is more than that. It’s tech and humanity. It’s the hardware and the software working together. It’s not just a great new camera system, it’s the editing too, it’s not just a front-facing camera, it’s that plus 18 months of work on the software side. It’s the complete solution, so all of us don’t have to be system integrators.”
The iPhone and iPad represent the future of computing for Apple. Imagine a computer that is designed for humans to instinctively know how to use, one that gets rid of the low level crap that confuses the hell out of us, and prevents us from focusing on our work, creative or otherwise. Get excited, we live in the future.
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