Apple has apologised for an ad for its new iPads that was so tone-deaf that the creative types, who normally love the company, had an existential fright.
If there’s one thing Apple has consistently got right over the years, it’s marketing. Its 1984 Macintosh ad is widely considered one of the most effective of all time, and it has consistently succeeded in getting the paying public to view its well-made assembly of (often derivative) product concepts as way more than the sum of their parts.
Apple’s computers have been a signifier for their owners’ inherent creativity, and it still has reviewers – including our own – convinced that it is the best in the business.
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Paul Smith edits the technology coverage and has been a leading writer on the sector for 20 years. He covers big tech, business use of tech, the fast-growing Australian tech industry and start-ups, telecommunications and national innovation policy. Connect with Paul on Twitter. Email Paul at psmith@afr.com
