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their products. Back in the 1970s, they used a play on words in their
campaign ‘Byte into an Apple.’ In 1984, they used references to the novel
1984 by George Orwell to supplement their campaign ‘the computer for the
‘Think Different.’ With the release of the first iPhone, Apple promoted the
idea ‘Apple reinvents the phone.’ With the release of the iPhone 4 in 2010,
Apple said ‘This changes everything. Again.’ Now in 2011, Apple is trying to
sell their iPhone 4 to both Verizon and AT&T consumers. Apple’s “Two is
better than one” campaign for the iPhone 4 responds to the kairos of
commonplace that any smart phone should be like an iPhone and creating an
Apple’s “Two is better than one” campaign did not occur in a vacuum,
nor was it unexpected. Apple was using kairos to put their advertisement
Thursday 20 January 2011 which reminded Americans that the Apple iPhone
4 was coming by showing ticking clocks and people waiting for the iPhone to
consumers were already thinking about the iPhone 4 if they had seen
Verizon’s commercial, or even if they hadn’t, they knew the iPhone 4 would
week, a Saturday is the day when the most Americans will be watching, and
paying attention to, their TV. Apple didn’t release their advertisement on a
day when Americans would be too busy with their daily work to take in any
new commercial, if they even had time to be watching their TV, but on a day
when most Americans are more relaxed, and more open to new ideas and
new influences. Apple incorporated both the kairos of the iPhone 4’s coming
work week to ensure that when Americans saw their new commercial, they
However Apple could not, and did not, rely on kairos alone to sell their
product, but also took advantage of their reputation. The company continued
“Two is better than one” commercial displayed two phones, and two major
also shown two major rival companies. Apple’s Mac versus PC campaign
displayed Apple and Macintosh, two major rival companies in computers,
arguing over whom’s operating system was better. Apple uses an element of
consumers that this is the same company that delivered to them such
entertaining commercials, but does not use the arguing that was evident in
the earlier campaign. In the context of the Verizon and AT&T cell service
companies, Apple does not need to. Verizon and AT&T will do so themselves,
previous iPhone and iPod commercials used this same set up to display all
advertising the technology, so that the current commercial does not need to
replicates to the advantage of the current commercial. Apple also makes use
released the iPhone, they called it reinventing the phone. The iPhone was
one of the first smart phones to enter the American market, and so in ways it
was reinventing the phone – going from a device used only for calling to a
to travel, not to mention the regular phone capabilities of calling and texting
in between. With the release of the iPhone 4 to AT&T, at that time the only
carrier for the iPhone, Apple claimed that it changed everything, again, just
as the first iPhone’s release had changed the world of phones to the
direction of smart phones. This ideology of the iPhone changing the world of
phones led to an American commonplace that if the iPhone was the first,
than all other smart phones are imitations trying to be like the better
campaign, to reinforce the idea that if all smart phones should be like the
This idea of the iPhone being the first and therefore best is not the only
American commonplace that Apple utilizes in their “Two is better than one”
choosing who will lead the government and country, and the Declaration of
happiness (two of these which hint at being able to choose – having liberty,
freedom, and being able to choose to pursue one’s own happiness). To relate
competing companies, Verizon and AT&T, with iPhone 4s that are almost
exactly the same. By portraying the iPhones as being identical, Apple wanted
to signify that the two carriers would have the same iPhone, with the same
capabilities, even if this fact is not strictly true – because of the different set
the exact same on each network. Having two networks with phones that
could do the same thing means that the consumer gets to choose which
network they want to use, without having to sacrifice the capabilities of the
phone. The consumer would have their treasured freedom of choice between
the cell service companies, and so a high opinion of Apple and their iPhone
and produces the original and perfect smart phone, Apple attempts to create
consumers will believe that only the iPhone is a truly complete smart phone,
the only smart phone to be able to do everything that the consumer wants
and needs. The company uses their references to previous campaigns and
addressed with discussion of the iPhone 4, further advertising for them, and
advertize for a target audience whom they know well, the American
advertizes at the exact right moment, the moment of kairos, by airing their
commercial on a Saturday just after Verizon had released an advertisement
about the iPhone, when America knew the iPhone 4 was becoming available
through Verizon soon. By presenting their “Two is better than one” campaign
during a time of kairos and drawing on the American commonplace that all
iPhone, Apple is trying to create an exigence for the American public, that all