How Would I Advertise The Apple Vision Pro
Vahagn Karamyan
Industry
E-commerce and Retail Technology
Problem
As we all know, Apple recently announced its long-awaited Vision Pro device. Another industry revolution, as usual.
I won’t go on and on about how brilliantly the presentation was made and how beautifully the individual product page was designed by Apple designers. Everything was at the top level, as it’s always been. I’m just wondering what I’d do if Apple hired me to create a unique advertising campaign for that device.
Solution
Let’s first recall these words from Steve Jobs:
“You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future.”
Let’s take a step back for a second to connect the dots on the topics I’d like to discuss today.Jobs and his colleagues have been advising the entire globe to “Think differently” since 1997. Since then, more than 26 years have passed, and the company has produced millions of products that have influenced the lifestyles, ways of thinking, expectations and tastes of millions of people.
I always thought the advice was incomplete and that something was left out. Although tendencies, people, and products changed over time, that advice — “Think differently” — never altered.
And now, in 2023, when Apple introduces such a revolutionary product that will result in the same shift that people have experienced over the past 26 years, from taste to lifestyle, I believe it is time to continue those remarkable words.I would emphasize the Vision Pro product presentation even more, and most importantly, I would convey its importance through the emotional field. Not to mention that the indications of what I’m about to say were previously laid out in the “Crazy Ones” advertising campaign a long time ago.
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who SEE things differently.”
We forget that in order to think differently, we must first SEE differently. And perhaps Apple’s magic lacked that component from the beginning, rather than the end.
See Different, Think Different!
