Apple(US:AAPL) CNET·2025-06-27 12:00Marketing & Advertising Strategy - Apple has pulled down four marketing videos in the past year, indicating potential issues with its current creative direction [2][3][5][6] - The company apologized for its "Crush" ad in May 2024 due to social media backlash over its symbolism [3][4] - Apple's recent marketing efforts are perceived as "punching down" at consumers rather than highlighting the benefits of its products [18] - A recent video aimed at convincing parents to buy MacBooks was criticized for weak arguments and outdated humor [8][9][10] Product & Technology - An iPhone 16 ad featuring Bella Ramsay was pulled because it showcased an Apple intelligence feature that was not functional and never released [6] - The MacBook's features, such as fingerprint readers and lightweight design, are no longer unique selling points compared to other laptops [9] - The argument for buying a Mac should be tied to a student's major and the software compatibility it offers [20] - The seamless integration of Apple products within the Apple ecosystem, such as Notes and Reminders syncing, is a key advantage [21] Brand Perception - Apple's advertising has shifted from showcasing coolness and innovation to trying too hard to impress, resembling the "PC" in its old "Mac vs PC" commercials [13][16] - The company's iconic ad campaigns, such as "1984" and "Think Different," highlighted freedom, creativity, and ease of use, which are lacking in recent ads [14][15]