Can someone tell Microsoft’s Surface it’s not an iPad?

Because it sure advertises like one!

Surface came out of nowhere, didn’t it? I’m in the tech industry and even I didn’t see it coming!

Now that it’s here, Microsoft is laying down dollars to promote the hell out of it.

Have you seen this commercial yet?

It seems to pop up during at least three of the four commercial blocks on my Hulu.

I’ll admit, I like it.

The ads are stimulating, bright, and, dare I say, ‘snappy?’

But when you’re up against the iPad, that doesn’t cut it.

When the guy to beat holds 55% of the user base (and that’s down 14% from Q2 ’12), you have to be more focused in your approach.

Now I know what you’re thinking – part of demand stimulation is intrigue! You can’t lay all your specs out there if you’re depending on a bit of mystery to drive store traffic and conversion.

Fine. So run the flashy, catchy, say-nothing-about-the-product dance number UNTIL product launch.

Not after.

After, money would be better spent using the sixty seconds to explain WHY Surface is the better buy.

It should be a direct appeal that proactively quells doubters.

“We know your love your iPad – we’re quite fond of it too.

Here’s where Surface comes in to play and here’s why you need it.”

When you lead the market, preside over a band of cult-like brand advocates and show no sign of stopping, then you can blow your commercial spots dancing around.

Until then, you have to make a harder case; you have to show features. You have to grovel for the opportunity to convince.

Samsung out for blood in latest iPhone 5 attack ad

Why can’t we all play nice?

Apple has had its share of playground-rate tiffs throughout the years; friends turned enemy then back to friends. In a hyper-competitive, high-growth market like mobile tech it’s to be expected.

But a landmark billion dollar settlement awarded Apple for convicted patent infringement may prove too much for Samsung to simply “get over.” They may not have paid the entire settlement in coins, (as rumored via viral internet hoax last week), but they did come out with this pointed ad just days after Apple’s launch of the iPhone 5:

Although clearly rushed on the creative process, the headline boldly seeks to undermine the “Apple Genius/Genius Bar” mantra that pervades Apple’s in-store experience.

Samsung: “Our list of features is longer. We are superior.”

OK, so the head-to-head list of features shakes out in favor of Samsung’s Galaxy S3 – big shocker. We’ll ignore the fact that even before Apple’s list runs dry there are a few wins for iPhone (it weighs less and has more fixed internal storage).  We’ll also ignore the ties (4G LTE/Full HD video conferencing) and spurious comparisons that are a matter of personal preference (Siri vs. S Voice, obvious difference in OS).  

Are the remaining 14 features Samsung included in excess over iPhone 5 even fair? Sure, there are a few clear omissions by Apple – NFC/mobile wallet functionality for one.

But the rest are arguably insignificant attributes; largely obscure and mostly software-based.

If we’re going to be fair, where’s iPhone’s list of Apple-specific/proprietary bells and whistles?

Where’s passbook and Game Center? Where’s all the talk of iBook and iTunes integration?

Advertising doesn’t have to be fair (and Samsung paid to create and place the ad).

There’s no doubt the S3 is a fine phone. But there is one small, ever-present marketing reality Samsung might be overlooking.

I shelled out more than $300 last Friday – practically blind.

I bought a mobile device I’ll use hours a day, every day for the next two years without having held it in my hand. And I did it in a heartbeat. I locked myself into a two year contract with a company I hate just to make sure the process of changing carriers didn’t get in the way of my receiving my iPhone 5 day 1 of its public release.

We don't buy iPhone for all the features. We buy it for all those eccentric, irrational, peer-induced, often emotional and maddening reasons that make us human.

Samsung's biggest problem isn't that it lacks a strong bench of rational attributes. It's that the brand hasn't captured consumers' hearts.

For that, I’m afraid you do need an element of genius.

Apple’s latest ads are lame, but at least they communicate something

So about the ads for Apple that debuted during the Olympics…you hate them, right?

They’ve been responsible for (just about) as much social media chatter as the games themselves.

In case you haven’t seen them:

Feels a little off brand, doesn’t it?

Of course it does! Why after years of being convinced via Justin Long that Mac is the hip/cool PC alternative are we suddenly being subjected to his polar opposite?

A fidgety, whiny “Mac Genius” who can’t seem to get a single articulation out of his mush mouth – who is this kid supposed to convince that a Mac is the right way to go?

But at least the ads are trying to communicate something…

Ease of use. If you can get beyond the initial culture shock, you’ll see that the new ads are designed to: 

1. Promote/reaffirm software exclusivity: in the wake of non-Apple imitators, we’re reminded that there is only one iLife. 
2. Showcase intuitive UI and ease of use: to quell the fears of PC loyalists who feel converting to Mac will leave them less tech savvy then they already are.  

I don’t know about you, but I had about all I could take of Apple’s go-to creative style prior to last week.

You know, the formula:

Hi-res, larger-than-life shot of iProduct + Caucasian finger manipulating product + ample white space

It feels like we’ve been staring at these images for years.

It’s become white (on white) noise.

But in Apple’s defense, dominating the market affords a little laziness in creative exposé  

While Apple owns the portable music, tablet, and, to a lesser extent, mobile markets – when it comes to desktop computing, they’ve still got work to do.

A market in decline, no doubt – but still a vital component to Apple’s rounded portfolio. While gadgets like the iPod, iPhone and iPad have acted as gateway drugs to fuel Apple IT addiction, it’s not enough. Year-on-year growth has only delivered Mac 21% of the PC market (Jan 2012).

That’s what the new commercials are (trying) to do, and we applaud Apple’s efforts.

We can’t help but wonder though if they might have been able to score the “Dude, you’re getting a Dell” guy. Talk about converting a “PC loyalist” - THAT would have made for some kick-ass spots!

An iPad is NOT a Box of Tissues

You know this isn't a thing, right?

A friend shared an interesting article the other day, discussing concern over the Apple iPad becoming the next Band-Aid or JELL-O.

Traditionally, it’s one of the biggest contradiction’s in business – companies do all that they can to establish their brands as household names. But what happens when a brand becomes so engrained in the lexicon of society that it becomes synonymous with the entire product category?

I’m not sure Apple has anything to fear.

I’d say “genericization” is a bigger issue with non-specialized, commodities; product categories with little to no differentiation between competing brands.

I mean, no doubt a portion of the less informed public will refer to all tablet computers as “iPads.”

But that’s not the buyer Apple is trying to attract.

And let’s be honest, even when/if laggards finally decide to buy in the category, they’d only balk at the iPad’s premium price and opt for a cheaper tablet with fewer bells and whistles.

Tablet Computers: it’s NOT Apples-to-Apples

A tablet computer is not something you simply throw at the bottom of the grocery list, next to bread and paper towels; it’s a major buying decision!

The less informed you are as a potential buyer, the more research you’ll conduct prior to purchase.

If that research is online, I promise if you search “iPad,” you’ll arrive at Apple’s website (Google’s animosity aside).

If you’re the type that prefers to compare products in-store, no doubt employees will be on-hand to set you straight on iPad vs. competing alternatives.

And Apple doesn’t hold THAT much of the market

No question, iPad is the tablet for which all other tablets aspire to be. It’s quickly becoming the standard on which all others strive. But at 57%, its market dominance is not at the level of “genericization.” And with stronger players recently arrived (Amazon) and still to come (Google), that dominance will only continue to dilute. Keep market share up - that should be the focus.

Original article sourced in the image above.

And they have iRelateability

iEverything. Apple’s entire suite of products and services roll up under an iron-clad family branding strategy. iTunes, iMac, iPhoto, iCloud, and iPhone - iGet it, they’re all related! It’s what allows less-informed consumers at large to quickly identify all Apple’s products back to a single source.

Weigh in.

Should Apple be concerned?