Let us be under no illusions here: I’m an Apple fanboy. Right down to the core. Their brand identity, company ethos and, of course, innovative products give me, after hours of trawling through disgusting adjectival phrases, ‘sticky keys’.
I am also an advertising obsessive and will, without warning, ‘sssh!’ people during the programme breaks as I don’t consider them to be breaks at all.
Because of this, I hold a very dear and very spacious place in my heart for Apple’s own advertising.
I don’t know which ‘cunning linguists’ are prostituting their literacy knowledge and skills to help sell these pieces of Californian born aluminium and glass erotica…but I love it.
I love the syntax structure. I love the play on common idioms and phrases. The grammatical idiosyncrasies that give the brand a conversational and relatable tenor. I love the trademark simplicity that’s inherent in both their products as well as their communications efforts. I love the way Apple talk to you. All of their marketing communications from their television and press advertising through to the way they educate their staff in how to address customers.
As Apple famously say: It just works.
I’ve been through their website and have copied my favourite copy. The best, however, has to be that written for the new iPad 2:
Less in your hands. More at your fingertips.
The beautiful simplicity of this particular construct mimics that of the company itself with words and ethos in harmony. Yet, despite its apparent simplicity, the words chosen are loaded with meaning and go on to further connote ideas such as the progression Apple takes with regards to technology, the effortlessness of use (highlighted using the noun “fingertips”) and the simplicity that innovation offers.
In my opinion, some of the best advertising copy is almost relatable to modern art with the mutual feeling of “I could’ve done that”, swiftly followed by “…but I didn’t”.
Examples of Apple’s Beautiful Copywriting
+ There’s iCloud. And then there’s everything else.
OS X Lion
+ The world’s most advanced desktop operating system advances even further
+ The ultimate all-in-one goes all out.
+ The all-in-one that’s one of a kind.
+ Its beauty is far more than screen deep.
FaceTime HD camera
+ Great to see you, you and you.
Pages ’09 (as part of iWork)
+ You have a beautiful way with words.
+ Suddenly, everything clicks. And swipes. And scrolls.
+ Your top 40,000
+ Don’t just say hello. Smile.
+ Retina Display. Seeing is still not believing.
+ A new way to nano.
+ One-tap wonders.
+ iPhone 4. In so many ways, it’s a first.
+ Multitasking. Give everything your undivided attention.
+ HD video recording. Life looks better in HD.
Smart Covers (for iPad 2)
+ iPad Smart Cover. One great idea on top of another.
+ iPad Smart Cover. Designed for iPad. And vice versa.
+ Less in your hands. More at your fingertips.
+ Two cameras. FaceTime, HD video and lots more to smile about.
+ There’s more to it. And even less of it.
+ Two cameras for FaceTime and HD video recording. The Apple dual-core A5 chip. The same 10-hour battery life. All in a thinner, lighter design. Now iPad is even more amazing. And even less like anything else.
+ Thinner, lighter and full of great ideas.
+ Instant On. The fun starts fast.
+ The device that does it all now does even more.