Designed in California

You'd have to be living in a cave or have been totally off the grid this week to have missed the launch of Apple's new ad campaign, "Designed by Apple in California". 

It appears that Apple is making their next generational message move.  Last time they used words (versus letting their products speak for themselves) was the "Think Different" campaign. 

There is always risk in trying to tell the general public, "Who you are", versus letting your product and services speak for you and subordinating the company brand stance behind the message of the product or service.

But, Apple does think different and they are putting themselves out there.  For every line of their new manifesto, there will be a retort.  That's the risk of these type of bold, sweeping statements of standing. As an example, last night when viewing the ad on TV, Patti responded at the end of the tag line..."Designed by Apple in California"...with, "Yeah, but made in China".

But, this is what you can expect when you stick your chin out. The tricky high tight wire act is to not at the same time have your nose in the air.

We will see how the campaign is received and whether it will help in the public perception response from the multi-front attacks the company has received, or will it reinforce a perception of Silicon Valley eliteness, above-it-all hubris?

Only time will tell as to whether this advertisement/communication designed in California will work...or not.

 If you missed it, the text goes like this:

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining
What that might be like,
You step back.
You think.

Who will this help?
Will it make life better?
Does this deserve to exist?
If you are busy making everything,
How can you perfect anything?

We don't believe in coincidence.
Or dumb luck.
There are a thousands "no's"
For every "yes."
We spend a lot of time
On a few great things.
Until every idea we touch
Enhances each life it touches.

We're engineers and artists.
Craftsmen and inventors.
We sign our work.
You may rarely look at it.
But you'll always feel it.
This is our signature.
And it means everything.

Designed in by Apple in California