The Apple iPhone 5

Consumerism project by Lise ArsenaultPresented to Mr. Marc-André LeBlanc

About Apple• Founded in 1976• Notable people: Steve Jobs, Steve Wozniak,

Tim Cook• Headquarters: California, USA• Revenue (2012): US$156 billion, and an

expected revenue of about $52 billion for the first quarter of 2013.

• Advertising budget (2011): US$933 million• Advertising for iPhone (2010): US$173.3

million• 394 retail stores worldwide

Source: Official Apple press releases

About the commercial• Posted on Apple’s official YouTube channel

on September 21st, the release date of the iPhone 5.

• 1.5 million+ views• Described as "The biggest and tallest yet

somehow thinnest and lightest iPhone yet. "

About the product• The sixth iPhone• "The biggest thing to happen to iPhone

since iPhone"• 26.9 million sold in 2012, 2 million of those

in the first 24-hours of online pre-order, and 5 million within the first three days in stores.

• iOS currently has 53.3% of the worldwide mobile smartphone market share.

Sources: Official Apple press releases & BGR

About the product• iOS 6 is not very different from iOS 5• The anodized aluminum back of the phone

is prone to scratching• The larger screen makes it difficult to

manipulate when using the phone with one hand

• The new "Lightning port" connector renders old components useless

Sources: Official Apple press releases & The Verge

Logos• " How can something get bigger and

smaller? "  (Screen hight vs. Weight, depth)

• It’s thinner and lighter, therefore more convenient

• You see the phone in action: Flyover, web browsing, movie viewing, etc.

Pathos• Near the end, they show a picture of a

smiling child at the beach.

Ethos• By showing off the blackboard in the

beginning, it makes the consumer trust their knowledge in the topic ("They must know what they’re doing!")

• Narrated by Jeff Daniels• The advertisement features a clip from the

film "Brave"

Environmental impacts

Source: iPhone 5 Environmental Report

Summary

Social impacts• The phone will push other companies to

improve battery life, as well decrease thickness and weight, in order to keep their customers.

• The demand for desktops and laptops has declined.

• $14.1 billion in application revenue in 2012, much of which is going to smaller companies and individuals.

• With every generation, people feel the "need"   to upgrade

Sources: MediaPost, ABC, Gigaom

Is it effective?• Apple ads are known to be creative, simple

and clever. The "Get a Mac"  campaign is one of the most recognised examples.

• They target demographics that are easy to convince.

• Their effectiveness is also affected by the ‘i-phoria’ that new products bring along.

Source: Web Pro News