You could sense the pride among Apple executives when the company's latest "Designed by Apple in California" ad was unveiled at WWDC 2013. But a new consumer survey shows that the ad just isn't resonating with viewers yet. In fact, it's nowhere close to resonating with the masses as Apple had hoped.
In other words, "designed in California" doesn't seem to carry the same weight of "made in the USA."
Apple had intended for the ads to energize its customers and slow market share gains by Samsung Electronics Co. while it prepares new versions of the iPhone and iPad, people with knowledge of the matter said earlier this month.
"The ad scored 489 on the company’s scoring system," Bloomberg reported Thursday, which is "below an industry average of 542 and far below past iconic Apple campaigns that often topped 700."
“Apple was never a company that bragged about itself,” said Edward Boches, a professor of advertising at Boston University. “In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.”