What do you think after a 95?
Editor’s note: “Fun interactive when” article from the micro-channel public number (ID: SocialTouchCRM) , Author: Han one.
A few days ago, many people must have been swiped by the new copy of iPhone SE.
Someone praised it,
“Brand marketing in the social age is grounded, good!”
“The serious detail page is expressed very lively and playful, I like it ~”
“I can do my best to scream, with a touch of gas in the air, funny!”
Some people are also critical,
“The ground is deliberately grounded, and the apple has turned into soil”
“Is it more than 3,000 mobile phones, does it deserve Apple’s advanced copywriting?”
“Apple has counseled and wilted, and Xiao Xiong’s back has long disappeared on the horizon.”
Middle-aged copywriting under the mid-life crisis
Recently, according to a report issued by Goldman Sachs, Apple iPhone sales in the second quarter of this year may plummet by more than 1/3. To this end, Goldman Sachs downgraded Apple’s stock rating from “neutral” to “sell.”
Goldman Sachs analyst Rod Hall said in the report that iPhone sales will drop by 36% year-on-year in the second quarter of this year due to economic development hit by the new coronavirus epidemic. Next, market demand will gradually recover, and is expected to decline by only 2% by the fourth quarter of this year.
During this period, the average selling price of the iPhone will also remain weak. Today, Apple no longer announces sales of its smartphones.
Middle-aged copywriting?
Understanding the mid-life crisis in the Apple mobile phone market, it is not difficult to understand the shift in the style of the new iPhone SE copywriting style.
The reason why it is called “Middle-aged copy” is because it is no longer as original, arrogant and mysterious, waiting for people to experience exploration, “I am very good, not buying is your loss.”
Instead, it is more straightforward and easy to understand, “I am very good, really good, you can buy it.”
I do n’t believe in you …
To be honest, is there a meaning of “one machine at hand, I have it all”?
Can’t help wondering, is this still Apple in memory?
“Middle-aged copy”, what do you think after a 95?
The impression of the apple is like this …
The first generation iPhone (2007)
Apple reinvents the phone
Apple redefines mobile phone
iPhone 3G (2008)
The iPhone you have been waiting for
Your long-awaited iPhone
iPhone 3GS (2009)
The fastest, most powerful iPhone yet
The fastest and most powerful iPhone to date
The advent of the classic products of the previous generations, the copy gives people the impression that as a pioneer, the world’s top, no one surpasses self-confidence.
iPhone 4 (2010)
This changes everything, again
Once again, change everything
In 2010, for the first time I saw the iPhone 4 in the hands of local tyrants. The Nokia in his hand no longer smells good.
iPhone 4S (2011)
The most amazing iPhone yet
Excellent iPhone, better today
In 2011, Jobs passed away and became the hottest news (college entrance examination composition material). After reading “Steve Jobs Biography”, he remembered the sentence “Stay Hungry, Stay Foolish” and learned about his Extremely crazy perfectionism, I also know the ultimate vision of Apple products.
The imagination brought by reading Apple ’s copywriting at that time was mysterious and unpredictable. It was a reckless and unruly manner that refused to adhere to the rules. For senior high school students, the most direct desire is to “want to own”.
iPhone5C5S (2013)
Forwardthinking
Beyond, unprecedented
In 2013, the college entrance examination ended. As a reward, I received the iPhone5S (silver), the first Apple mobile phone in life, a smooth product line, the first fingerprint mobile phone, a processor with excellent performance, and a strong obsession … true Let people put it down.
“Forward thinking”, “Beyond, unprecedented”, this idea is really cool! The direct result of addiction to mobile phones is the freshman calculus.
iPhone 6 (2014)
Bigger than bigger
More than just big
In 2014, it was painful, and I still loved Apple. The iPhone 6 new product launch event, the phrase “Bigger than bigger”, became a joke. Sun iPhone 6 plus (local tyrant gold) and face comparison photos, has also become a trend.
iPhone 6s (2015)
The only thing that’s changed is everything
The only difference is that it ’s different everywhere
In 2015, because of this “unique” copywriting, he spent half of his work-study program and owned an iPhone 6s (rose gold), which became the oldest Apple phone.
For example, its copywriting is unique. Personally, I believe that the pinnacle of the aesthetics of Apple’s mobile phone products is similar to that of the heroes. Please like it. Don’t fight if you are not convinced!
iPhone 7 (2016)
This is iPhone 7
7, here
And …
iPhone X (2017)
Say hello to the future
hello, future
Apple copywriters have been communicating with the outside world as creators over the years. It determines that it is the pinnacle of the world, so its only opponent is itself. Looking down on the copywriting on Apple’s official website, you can see that in order to express beyond the previous generation of products, copywriters have worked hard behind them.
In order to achieve this goal, the most direct and effective way of expression is to write in comparative sentences, first to affirm the superiority of the previous generation, then to subvert and surpass the previous generation, and then it is difficult to find an official website that prefers to use comparative and top-level websites than Apple Too.
In any case, Apple has successfully shaped a leader post that continually surpasses itself, glances at the world, and rides the dust.
Middle-aged crisis behind middle-aged copywriting
Of course, copywriting is not just text, it ’s not a gorgeous rhetoric, it ’s not language play. Copywriting is for business. It must obey the marketing strategy of the enterprise, effectively show the product differentiation, and strengthen the advantages brought by this differentiation.Into the minds of consumers.
This time Apple ’s copywriting has suddenly changed its style, and it is said that it is a “grounded middle-aged copy”, and behind it is the “middle-age crisis” it has to face:
On the one hand, Apple ’s market share in China has been declining in recent years. In fact, Apple has made many marketing attempts, but local Chinese mobile phones have begun to put pressure on Apple. The target group of Apple’s new iPhone SE is very clear, and the competition with Android products of the same price is mainly reflected in the competition for iOS stock users.
On the other hand, in recent years, Apple ’s innovation in mobile phone products is really not as good as it used to be. There has been a period of time when it has n’t really claimed to undergo major innovations. In recent years, Apple ’s most successful hardware product should be AirPods. Not a mobile phone.
Finally, Apple is transforming from a hardware company to a content company. The focus of recent conferences is actually on the content ecology. Recently, it announced plans to promote the App Store, iCloud, Apple Music and other businesses to dozens of new markets in Africa, Europe, Asia Pacific and the Middle East.
Apple’s streaming music service will provide a 6-month trial period in new markets, and provide different service terms and localized content for different markets. This “grounded” copy may be aimed at benchmarking Apple’s new business strategy.
Everyone knows the truth, but for a 95-consequence fan with too much emotion, although he will continue to support Apple ’s products, he always feels that Apple ’s copywriting and the brand concept expressed by it have changed a bit It may take time to digest.
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