>Apple's new ad-strategy is on point message wise, if not perfect in execution //
I think you've nailed it here - they did a really, really poor job of portraying customer services as a USP in that advert IMO.
Instead this advert said "we're great because we're geniuses and we think the other guy's stuff is lame".
It reminds me of politicians who stand on a platform of "the other guy is a fool/out of touch/can't cut it". Personally this always turns me off. I want to know what's good/better/best about what you have not what's bad/worse/worst about the competition.
I think you've nailed it here - they did a really, really poor job of portraying customer services as a USP in that advert IMO.
Instead this advert said "we're great because we're geniuses and we think the other guy's stuff is lame".
It reminds me of politicians who stand on a platform of "the other guy is a fool/out of touch/can't cut it". Personally this always turns me off. I want to know what's good/better/best about what you have not what's bad/worse/worst about the competition.