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  • Are Verizon's New Commercials iPhone "Attack Ads"?

    Image via erictric.com


    It isn't news, but its making headlines this weekend: Verizon doesn't like AT&T... or Apple.

    And, frankly, Verizon wants us to know it. Consequently, it seems Verizon is behind the launch of what some are calling a blatant "attack ad" on the iPhone that rivals some of the worst political attack ads we've seen in recent years.

    The ”iDevice” is what Verizon is calling the iPhone in the ad.

    From TheiPhoneBlog.com:

    Verizon has now aired their first new Android 2.0-centric, anti-iPhone (technically “iDon’t iDevice”) attack ad and placed a new website online to go with them.
    The campaign has already been rolled out, but if you're yet to see the controversial commercial in question, it will reportedly be featured prominently during Sunday's NFL games.

    Here's Daring Fireball's take:

    “Droid” is going to be a Verizon-owned brand. It’s purportedly a Motorola-manufactured phone, but Verizon is the licensee of the “Droid” trademark. (Which name, by the way, strikes me as the perfect name for an Android OS phone — sort of implicitly establishes it as the Android phone.) That’s the big thing. Verizon doesn’t see itself as a mere carrier for other companies’ phones. It sees itself as being bigger than the phones. It’s Verizon-vs.-Apple in this spot, not Verizon-vs.-AT&T.
    No matter which carrier is behind an "attack ad," I hate to see competition devolve into mudslinging, which is exactly what the "iDevice" mockery add truly is. Instead of emphasizing the quality attributes of a handset or its carrier, this campaign resorts to little more than simply degrading a competitor.

    So what can we glean from these ads? Call me crazy but if Apple should allow their exclusivity deal with AT&T to expire, it's unlikely that the iPhone will find a home at Verizon any time soon.
    This article was originally published in forum thread: Are Verizon's New Commercials iPhone "Attack Ads"? started by Michael Essany View original post
    Comments 145 Comments
    1. mortopher's Avatar
      mortopher -
      Quote Originally Posted by Messany View Post
      No matter which carrier is behind an "attack ad," I hate to see competition devolve into mudslinging, which is exactly what the "iDevice" mockery add truly is. Instead of emphasizing the quality attributes of a handset or its carrier, this campaign resorts to little more than simply degrading a competitor.
      Well I guess this is a good topic for my posting debut...

      Would you please compare your opinion of what mudslinging is to what the actual definition of it is and then explain to myself and the rest of us how that commercial qualifies as such?

      I am a rabid fan of my iPhone, but I didn't find one bit of this commercial degrading albeit I found the entire thing embarrassing as an owner of the current king of the mountain. Personally I'm glad someone is more or less calling Apple out on this. I am greatly disappointed in Apple for all of the items in the commercial except for the keyboard issue (though I do hate the permanent battery problem, I rarely have a phone for more than a year and a half tops so I doubt I'll really have to deal with it), and if I had the money I would run much worse commercials that actually attack Apple for the multiple fumbles they have had and continue to have with the phone. Just because someone says something you don't like hearing does not mean that it is degrading it just you're just insecure.
    1. NCMacMan's Avatar
      NCMacMan -
      Here is the problem: they are going after "informed" consumers (read non-apple geeks here). Most consumers recognize the brand only and what is currently en vogue. The Droid phone does not have the cache that the iPhone has, nor does it have the immense brand recognition. Verizon is hoping that a negative ad will do this, but my bet is that it will not be nearly enough to compete with the iPhone on a phone to phone basis. People want the iPhone because it is the iPhone. The Droid phone is not an iPhone -- get it?

      They are going for the geeks who just don't want an iPhone. Besides that, the iPhone market share will continue to grow.
    1. dmcdivitt's Avatar
      dmcdivitt -
      I'm glad. I was going to upgrade my iPhone from a 2G, but I'm so tired of Apple controlling things, I won't get another iPhone. I'll wait until a good Android comes out. I'm tired of going through iTunes all the time. I'm tired of waiting for the next jailbreak so I can do what I want with the device.

      Since I cannot get a 3GS now with any guarantee I can jailbreak it, I don't want one.
    1. reddawg's Avatar
      reddawg -
      Quote Originally Posted by Melech518 View Post
      Verizon is definitely on attack mode lately. Haven't you all heard the new commercials "There's a MAP for that"? Sound familiar?
      I took this one as an attack on AT&T 3G network coverage, saying we are better than you. I wasn't aware of the other Verizon attacks. Those would be kind of hard to argue that they weren't directed at Apple. This doesn't make sense to me because I thought Verizon was trying to position themselves as an alternative to AT&T when their contact expires with Apple in 2010.
    1. Kiserai's Avatar
      Kiserai -
      Quote Originally Posted by reddawg View Post
      This doesn't make sense to me because I thought Verizon was trying to position themselves as an alternative to AT&T when their contact expires with Apple in 2010.
      I'm pretty sure that bridge has been sufficiently burned at this point. Verizon is throwing all their support behind Google it seems, and to be honest, I think that this will make a lot of people consider Android, especially since this 2.0 update that Droid comes out with is supposed to be pretty cool.

      Also look at the Sony Ericsson Xperia X3. Also running android. On a rumored 1GHz Snapdragon processor. Might be pretty freaking awesome, if they can get the touchscreen right.
    1. sziklassy's Avatar
      sziklassy -
      If this is "degrading", watch a mac ad. The difference between this and the mac v pc ads is that in those (mac v pc) ads most of what is said is a lie. Enough said.

      For the record, I also hate Verizon, mostly because I have been screwed on a contract twice and they basically told me to go eff myself. Worst customer service of any company I have dealt with.
    1. sgreer78's Avatar
      sgreer78 -
      iReally like my Hero.
    1. Exile Team's Avatar
      Exile Team -
      I dont know if this has been said before but people need to understand, the iPhone has been out for i think 3 years could be less. The point is that this phone along with the new Microsoft one are coming out just NOW. When the next iphone comes out they will make it better than their competitor. This is why you never see the companies releasing phones at the same time, they look at the competition then release a better one, now Apple is going to look and improve. There will never be an end, its called competition.
    1. sphangman's Avatar
      sphangman -
      the reason they used iDevice is that even saying the word iPhone in your commercial advertises your competition.
    1. uncle_don's Avatar
      uncle_don -
      This is hardly and attack add. It's very similar to adds Apple runs against PCs. As for the points:
      "iDon't have a real keyboard" - iDon't need one.
      "iDon't run simultaneous apps" - iT should! It's a freekin' computer. It should multitask.
      "iDon't take night shots" - how hard would it be for them to include a flash? They've needed one.
      "iDon't allow open development" - Apple doesn't. Where is the attack?
      "iDon't customize" - the iPhone doesn't without a jailbreak.
      "iDon't run widgets"- again, the iPhone diesn't without a jailbreak
      "iDon't have interchangeable batteries" - Again, the iPhone should have a changeable battery. It sucks to have to take it in to have a battery replaced.

      Hopefully the Droid will do all this AND everything the iPhone does. Maybe that will get Apple to open things up and release a phone that is already jailbroken. Competition is good and it's about time Apple had some. It can only be good for us.

      Just my humble opinion.
    1. one1's Avatar
      one1 -
      They are REAAALLLYYY pissy about not getting the iPhone the first time around and letting that opportunity slip aren't they?
    1. confucious's Avatar
      confucious -
      Why is everyone getting worked up over this?
      Like people say - Apple have been doing their adds which are far worse for years.
      Android is a good OS but so far has been let down by hardware IMHO.
      For me the iPhone is just what I want - I don't want a hardware keyboard or lots of buttons.
      People moan about Apple controlling everything but if they didn't I'm not sure the iPhone would be such a complete device.
      I don't like the way they have such a downer on JailBreaking (there are far better things they could be doing to stop pirating if that's what they are trying to do) but that's their choice.
      We have a choice and when something better comes out I won't hesitate in jumping ship (so long as I can use it on the network of my choice).
      As it stands, for me, the iPhone stands so far ahead of the competition I can't see me changing for anything other than an updated iPhone any time soon.
    1. ripped53's Avatar
      ripped53 -
      The "Theres a Map for that..." ads really do piss me off, but only because it's true. AT&T has horrible 3G coverage in the southeast, and thankfully 3G was just brought online in my city, but not in surrounding counties.
    1. MetallicaFan1991's Avatar
      MetallicaFan1991 -
      Lol, iLove what Verizon just did. I'm going to see how iPhone 4G will be and 4.0, if it's still shite, I'm switching to WM.
      If Apple puts 5/7 of the features on the 3GS!!! I'll be happy.
    1. ima80baby's Avatar
      ima80baby -
      This ad is very good. Maybe now it'll light a fire under Apple's *** and get us more features the phone should have come with all those years ago.
    1. NakedFaerie's Avatar
      NakedFaerie -
      Its funny as its true.

      I'm on the last firmware I'm ever going to update to. 3.01 as 3.1 and above suck. Same with iTunes. I'm on 8.2 as 9 sucks.

      I cant wait for a new phone to come out. Sounds like I just found my next phone.
    1. NegativeBeef's Avatar
      NegativeBeef -
      If Apple allowed open development for the iphone that would solve 90% of the issue people have with it.
    1. 24trepid's Avatar
      24trepid -
      AT&T needs to get some Android phones, and quit depending entirely on the iPhone. Give us some choices.

      Just my 2 cents worth ..........
    1. hancoma's Avatar
      hancoma -
      Very interesting! I look forward to watching this product and seeing how it compares to the iphone.
      Honestly, It would be very cool if the code is open source, allows open developments, etc.

      I love my i, but honestly get tired of having to find creative ways to back up my Cydia apps, files, etc..everytime an update comes out.

      Here is an interesting ad I found on the android....
      Moto Droid footage shows Android 2.0 | Electronista
    1. mbeck's Avatar
      mbeck -
      IDK if anyone else saw this but a few weeks ago there was another attack add. something about "theres a map for that" with a voice layover over music that sounded very apple-e

      Quote Originally Posted by mbeck View Post
      IDK if anyone else saw this but a few weeks ago there was another attack add. something about "theres a map for that" with a voice layover over music that sounded very apple-e
      [ame=http://www.youtube.com/watch?v=37NKnDRPFKU]YouTube - There's a map for that - Verizon commercial[/ame]