Close
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Apple
    • Apple
    • Applications
    • Development
    • Mobile

    Apple Ads Suggest iPhone 5 More Galaxy S III Than iPhone 4

    By
    Michelle Maisto
    -
    May 24, 2012
    Share
    Facebook
    Twitter
    Linkedin

      Is Apple positioning the iPhone 5 as more Samsung Galaxy S III than iPhone 4? In moving away from ads that feature normal people using the Siri digital assistant in honestly helpful ways€”asking Siri to update a schedule or remind them of errands or commitments€”to commercials with celebrities who, despite their tremendous likability and success, apparently have no one to talk to but their electronics, it would seem so.

      Apple€™s most recent ad features actor John Malkovich€”at ease in what appears to be his well-appointed but understatedly glamorous home€”literally pondering the meaning of life with Siri. Of course, it€™s Siri that has the answers.

      €œLife,€ sighs Malkovich.

      €œTry and be nice to people. Avoid eating fat. Read a good book every now and then. Get some walking in. Try to live together in peace and harmony with people of all creeds and nations,€ says Siri.

      Malkovich, looking impressed, responds, €œThat€™s pretty spectacular advice, actually. Thank you. I enjoyed this chat immensely€”you were very eloquent.€

      Siri answers: €œThat€™s nice of you to say.€

      In another spot, Malkovich asks Siri for a joke, looking more for a companion than an answer€”just as Sam Jackson is in his Siri commercial, teasing Siri with a pun (though at least also asking where he might buy organic mushrooms and asking for a reminder to chill his gazpacho). Zooey Deschanel, in her ad, has just as little honest need for Siri, asking the software if it€™s raining while standing just paces from the window.

      Perhaps, with real breathing people to update their schedules and send messages, celebrities are content to use Siri as a court jester€”or set of digital ears willing to listen to them prattle on?

      If that€™s the case, celebrities will want to, posthaste, get their hands on the Galaxy S III€”a phone that €œlistens,€ is €œwaiting for you to wake up,€ €œknows precisely what we are doing€ and €œfollows our intentions,€ Samsung vice president Jean-Daniel Ayme said at a May 3 event in London, introducing the robot-like smartphone that was €œinspired by nature.€

      While not as gigantic as the S III, the iPhone 5 is expected to resemble the Samsung phone a bit more, growing its display size for the first time since its 2007 debut.

      A simpler theory is that celebrity product endorsement equals sales, and with a new iPhone in the wings€”and so the last of an inventory to unload€”sales are a good thing.

      YouGov€™s BrandIndex, which interviews 5,000 people each weekday for a real-time gauge of consumer sentiment, found the brand perception of the Android platform€”the iPhone€™s competitor€”to have dipped among 18- to 34-year-olds when the Sam Jackson/Zoey Deschanel ads began airing in mid April.

      BrandIndex, which subtracts negative feedback from positive feedback (a score of zero means both were equal), found Apple€™s score, on April 19, to be at 16, versus Android€™s 26-point score. Five days later, with the ads airing, Android was at 29, but Apple had jumped to 30. The average buzz for the device sector, meanwhile, was at 15.

      €œThe recent improvement in consumer perception has pushed iPhone ahead of Android and distanced itself even more from the rest of the mobile device sector,€ BrandIndex€™s Ted Marzilli blogged May 15. €œWhile both men and women were behind the perception lift, men registered the strongest push for the iPhone.€

      While women started out with a higher opinion of Apple€”roughly a 35 to the 18-point average of men€”the male opinion arched higher than the female equivalent through the first days of May, then dipped slightly as the female opinion increased with time. Nearly finding consensus on May 10, men gave the iPhone an enthusiastic score of 56, while women gave it a 54.

      €œApple has proven,€ wrote Marzilli, €œthat celebrities go well with Siri.€

      Michelle Maisto
      Michelle Maisto has been covering the enterprise mobility space for a decade, beginning with Knowledge Management, Field Force Automation and eCRM, and most recently as the editor-in-chief of Mobile Enterprise magazine. She earned an MFA in nonfiction writing from Columbia University, and in her spare time obsesses about food. Her first book, The Gastronomy of Marriage, if forthcoming from Random House in September 2009.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.

      MOST POPULAR ARTICLES

      Latest News

      Zeus Kerravala on Networking: Multicloud, 5G, and...

      James Maguire - December 16, 2022 0
      I spoke with Zeus Kerravala, industry analyst at ZK Research, about the rapid changes in enterprise networking, as tech advances and digital transformation prompt...
      Read more
      Applications

      Datadog President Amit Agarwal on Trends in...

      James Maguire - November 11, 2022 0
      I spoke with Amit Agarwal, President of Datadog, about infrastructure observability, from current trends to key challenges to the future of this rapidly growing...
      Read more
      Applications

      Kyndryl’s Nicolas Sekkaki on Handling AI and...

      James Maguire - November 9, 2022 0
      I spoke with Nicolas Sekkaki, Group Practice Leader for Applications, Data and AI at Kyndryl, about how companies can boost both their AI and...
      Read more
      Cloud

      IGEL CEO Jed Ayres on Edge and...

      James Maguire - June 14, 2022 0
      I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
      Read more
      IT Management

      Intuit’s Nhung Ho on AI for the...

      James Maguire - May 13, 2022 0
      I spoke with Nhung Ho, Vice President of AI at Intuit, about adoption of AI in the small and medium-sized business market, and how...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×