Apple has been famous for making some of the most iconic ads in history. I’m sure most of you remember the 1984 ad that the company ran for the launch of the Mac, which is still regarded as one of the best of all time, and we’ve seen the company do more with the iPod and iPhone over the years. Still, we’ve seen Apple worried about how Samsung is denting its image lately, and a new conversation revealed by the Apple vs. Samsung trial shows how disappointed the company is.
In an email chain between Phil Schiller and Apple’s famous ad agency TBWA/Media Arts Lab. following an article written by the Wall Street Journal dubbed “Has Apple Lost Its Cool to Samsung” in January, it’s clear that Schiller is not happy at all with Apple’s recent marketing slump. Throughout the conversation, Schiller manifests how both companies will have to work to turn WSJ’s impression of Apple, and then the Ad agency responds with a lengthy plan on how to get this done.
Schiller doesn’t seem to like the response from TBWA/Media Arts Lab as its reference to 1997, a time when Apple was going bankrupt, is not at all a similar situation to what Apple confronts today. Schiller also doesn’t find it positive to give the ad agency the additional liberty to experiment that it asked for in the email chain, and did sound quite shocked.
Samsung has proven that it doesn’t need to copy Apple to make some iconic marketing of its own, even though Apple argues otherwise in the recent trial developments.