Apple Makes Emotional Appeal

Once known for its cool and revolutionary attitude, Apple now appears to have gone soft, using canned emotional appeals to market its iPhone, says The Atlantic’s Niraj Chokshi. “In Apple’s early ads, the iPhone itself was the object of desire. Now it’s the bond it creates,” says Chokshi. “Apple wants to make you cry. The tech giant just released four new ads that use emotionally charged exchanges to highlight the iPhone 4’s front-facing camera and the associated Facetime application, which together make two-way video chats possible on the device. Bloggers have found the ads particularly striking and they differ, albeit slightly, from some of the earlier iPhone spots.”