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I know that some lust after this….
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I dunno, after Tim Cooks mea culpa about iMac delays over the holiday season, I’m hoping they won’t repeat the same mistake.
That said, I’d wager a much higher proportion of MacPros will be custom configs vs iMacs. And the fact that they’re being assembled in the US will affect delivery- though whether that’s positively or negatively remains to be seen.
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I’m sure that lots of people here make trailers and commercials, so can join in a touch of deconstruction.
What does the ad say, and to who?
First – it would be interesting to know what it’s being played next to….?
What do we see, and what does it remind us of?
Well, to my mind 2001, then an amalgam of Darth Vader and Batman. Then going back to 2001.So, who is it trying to impress?
Sci-fi geeks. That’s it really. They’re not trying to impress you – at least not the professional you, otherwise they’d be talking spec, and not doing style over substance.Why?
Who knows the mind of Apple?Bernie
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[Jason Brown] “Thanks for posting, nice to know that Apple is still completely out of touch with what their customers want. Information.”
This product is known to contain at least one unannounced component (the CPU) and could contain others (the GPU specs don’t match up with any current product, though Apple could just be clocking a current product differently). Apple may consequently be contractually prevented from discussing specs or prices in too much detail at this time.
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Digital Workflow/Colorist, Nice Dissolve.You should follow me on Twitter here. Or read our blog.
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My guess, and it’s just a guess, is that they aren’t marketing to you, Bernard.
They are marketing to those who might be looking for something that is more powerful than an iMac, or portable.
The are marketing to first time MacPro buyers, they are marketing to a very large and wide audience, as Apple does.
For instance, my colleague showed his very Apple centric teenagers, the WWDC teaser and they asked, “What’s a MacPro? What do you do with it? There’s no monitor!”
That, my friend, is some of the many people Apple Marketing is trying to reach.
Specs? No. Sex? Yeah. I’m not saying its everyone’s turn on, but for the uninitiated, it might pique curiosity.
And if you consider the audience of this teaser (presumably movie goers), it fits right in:
https://www.youtube.com/watch?v=gRCwnLrrxyQ&sns=em
https://www.youtube.com/watch?v=0sgN3zHi6P0&sns=em
https://www.youtube.com/watch?v=_-s_9ADX7Gw&sns=em
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If you think about, after all the “Apple doesn’t care about…..” that they are Marketing the MacPro to the Public, says something about how Apple feel about this regardless of how one feels about the style of marketing.
They want to Sell MacPros. It’s not just a throw away to complaining professionals as some have insisted. Those that think the new MacPro was simply “there you have something so shut up and leave us alone” seem to be wrong given Apple’s putting it forth to the public.
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“My guess, and it’s just a guess, is that they aren’t marketing to you, Bernard.”
I think I’d worked that out – and given that I will never ever buy one, that’s fine. It’s an academic exercise.
“….they are Marketing the MacPro to the Public….”
Indeed they are, at least a part of it. Clearly not to the professionals who hang out here. I wonder why?
I used to be a promotions producer at the BBC, and we did lots of “who are the target audience” stuff. In this case, they seem to be following the old “if in doubt, give them an explosion” method. In certain circumstances, that’s what we’d. I’ll let you work out the circumstances.
Bernie
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[Bernard Newnham] “”if in doubt, give them an explosion””
Which is very much appropriate for the movie theater trailer environment. In this internet age, the theater might not be the place to dazzle with specs. On the other hand creating intrigue so people start looking it on there smartphones (or computers when they get home) would be a good marketing first step.
Create product name recognition and curiosity.
Later give them the details.It’ll be interesting to see where their marketing goes in the upcoming weeks.
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Anyone who buys a $5000+ computer based on an exciting visual promo of what it would look like if it was on their desk & not plugged in has waaaaay too much of Daddy’s money.
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I don’t think people will buy the computer based on this ad alone… nor would anyone in advertising think that.
Advertising is often done in stages. First is raise product awareness so the public knows it exists. Second is to create interest so that people will research it further. This ad succeeds or tries to succeed in those areas.
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[Bernard Newnham] “Indeed they are, at least a part of it. Clearly not to the professionals who hang out here. I wonder why? “
This is a facetious statement.
Saying Apple is marketing to CQ public with this ad belies the fact that you see ads for BMWs, high end watches, and cologne before movies.
While I admit that I’m a bit bewildered by taking this ad to theatres (it’s intended consumer base needs no further advertisement- if you’re planning on buying one of these, you definitely know all there is to know about it already) the fact that the ad played in a theatre doesn’t limit who they could be marketing to.
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