Apple turns to App Store pop-up ad to push users to newer hardware
Hey, did you know that Apple has a new iPhone out? You’d have to be living under a rock to not be aware of the iPhone 6S, and if you’re already an Apple user, you’ve got fewer excuses still. For those existing iPhone users, maybe they’re happy with their current phones, are waiting to score a better deal on the 6S, or just aren’t ready to update quite yet. In an unprecedented move, Apple is doing its darnedest to convince users of older iPhones to upgrade, as it deploys a new pop-up ad to the App Store.
Apple’s no stranger to advertising, sure, and the App Store app already takes plenty of subtle actions to push users to new hardware, highlighting apps that take advantage of features only found on new device. But while such efforts in the past had been relatively subdued, the company is now delivering a full-screen ad for the iPhone 6S when the App Store is accessed from phones like the iPhone 5S and older models.
Understandably, some Apple users aren’t too thrilled with the move, which feels like a far more aggressive push to upgrade than we’re used to from the company. Especially considering Apple’s more-than-solid profit figures, it comes off almost as an uncharacteristically desperate action.
Is Apple really going to convince any iPhone 6S hold-outs that now’s the time to upgrade by interrupting their App Store sessions?