Designed by Apple in California

Earlier this week, Apple showed the WWDC crowd what could only be described as a pair of mission-statement videos. As we reported, these highlight Apple’s renewed focus on simplicity in iOS 7 and underscore its famous ‘Designed by Apple in California’ signature.

The commercials didn’t escape the attention of the eagle-eyed Bloomberg reporters who found out that Apple’s long-time advertising agency TBWA\Chiat\Day is responsible for these videos.

Watchful readers will remember that the same agency is behind the company’s most memorable advertisements like the ‘Think Different’ campaign and the now legendary ‘1984’ ad that launched the original Macintosh.

These clips are reportedly part of Apple’s ongoing branding campaign and more will follow soon…

According to the article, the commercials are meant to “revive interest in an aging product line and cement the iPhone maker’s bond with consumers”.

Just to get you up to speed, here’s the ‘Our Signature’ ad.

“Designed By Apple In California is etched on the back of every Apple product,” Apple writes, “Here, we explain why.”

Here’s the other video, titled ‘Intention’.

This one employs “simple phrases paired with elegant visuals describe the thoughts and emotions that go into creating each Apple product,” the company writes in YouTube description.

Bloomberg explains that the campaign will emphasize “the quality and reliability of Apple’s ecosystem of products, apps and content,” with more commercials to follow in the coming months.

These upcoming ads will continue to highlight Apple’s brand appeal and its seamless vertical integration rather than promote the iPhone or any one specific product.

We actually caught the first glimpse of Apple’s marketing shift in a 2011 iPad ad which basically states that Apple products are about much more than speeds and feeds.

Perhaps unsurprisingly, Bloomberg states that TBWA’s Media Arts Lab – a secret unit dedicated solely to the Apple account – is facing hurdles working with Apple’s SVP of Worldwide Marketing Phil Schiller because he isn’t as exacting as Steve Jobs was.

Since his death, the meetings are run by Philip W. Schiller, senior vice president of marketing, which has meant less clarity about what the company wants its ads to say, people familiar with Apple’s advertising said.

Once Jobs had made a decision, no one at Media Arts Lab argued for long. Now, its creative staff becomes frustrated more often when Schiller shoots down ideas, they said.

That was to be expected, if you ask me.

Lee Clow (below), the Chairman, Global Director and former Chief Creative Officer of TBWA whom Advertising Age likened  to “advertising’s art director guru”, was Steve’s personal friend.

Lee Clow (headshot 001)

The two men shared passion for top-notch marketing and memorable advertising. Their productive relationship spanning 30 years has turned Apple into the world’s greatest marketing machine.

Clow co-created Apple’s ‘Think Different’ slogan and has been credited with coming up with the memorable iPod silhouettes ad campaign and the famous ’1984′ ad.


TBWA’s recent Apple work also includes the inaugural iPad mini ad.

In a rare advertising mistake, Apple last year had been briefly airing weird Genius ads before pulling them shortly after due to poor reception.

  • Ricky

    Apple now have two guru hahahah

  • Gorgonphone

    yeah um apple has its work cut out for it marketing team trying to sell this ugly ass IOS7 UI.. i wish they just make the damn thing look right so it can sell itself

    • Think you’re confusing ‘ugly UI’ with ‘a few ugly icons’

      The UI is beautiful, it’s just the icons that are terrible.

      • Ahmadjoon

        Every thing is awfull! Apple is dead like steve! Apple is not Apple anymore. It is just like Samsung noe

      • Gorgonphone

        sadly you are right… i used to be an apple fanboi but this is just too much BS for me to continue to follow blindly

      • Pitchy

        why would you willingly follow anything blindly?

      • Ahmadjoon

        That’s so true! Recentely, i was a real fanboy of Apple; but now i can’t continue anymore. I wont upgrade my iPhone 5 to iOS 7 untill i have to! You know, because apps won’t support older versions for a long time

      • Chazy Ronnie

        I doubt it Apple have a new store in Germany, with all their cash they can easily buy Google, with Jony Ive involve in iOS Its gonna be successful this is the first attemp on flat icons and yes the iOS 7 is not finish it will evolve

      • Gorgonphone

        NO the icons terrible and the the menu pallet designs are trite and basic..

      • I think I’ll take my design accreditations and just go ahead and ignore you there

    • Om

      I’m sure that the icons will change. iOS 7 is in beta. Just wait for the public release.

      • Gorgonphone

        they better change

    • Tardroid

      what a JACKASS

      • ✪ aidan harris ✪

        Exactly. I’m not trying to be rude here but if he really thinks it’s that easy he should try and design an entire OS’s user interface. Do not forget that this is Ives first go at software design so yes he’s bound to make mistakes first time round how else is he ever going to improve and get better without making mistakes?

      • Gorgonphone

        I am a designer and i never said it was easy but a professional UI designer is skilled and trained to create aesthetically pleasing functional UI graphics.

        Ive is NOT a UI designer.. yes h is a great hardware designer but clearly he has no damn clue about UI graphics visuals his icons look like the work of a 3 year old…. looks like he used his CAD software to design this..

      • brooks whiffen seale

        Its not THAT hard.. these are professionals we are talking about. I, myself, have designed an entire OS on paper.

      • Gorgonphone

        lol IOS 7 UIU looks like lack ass for real..

      • leart za jmi

        you are one of thouse…. you know…

    • Polysyllabic Pseudonym

      I have been a happy iPhone user for close to several years now but always struggled to join the fanboy brigade.

      As someone who uses an S3 for office – I am unable to find any outrage over the Android features that iOS 7 has copied. I recall not too long ago
      people were mad that other companies were embracing rounded edges as if it was invented by Apple.

  • mrloko

    Whats the button on the left side of space bar in the keyboard ? In ios 7

    • Martin Dunsmore

      What does it look like? I have button to bring up numbers, alternative keyboard and record audio clip.

      • mrloko

        Yup that record audio clip

  • Jerry

    So does this mean that Phil Schiller is going to STFU and let that company do it’s magic?

  • O Al Marar

    i intalled iOS7 on my 4S
    it was very baaaaaaaaaaaaaaaaaaaad toooo muuuuch laaaaaaaaag…terrible update

    • leart za jmi

      you shouldnt install ios 7 right now or you are a developer…………… i dont think so