Apple focuses marketing might on iPhone 5C with TV campaign

Apple has launched a television campaign in the UK to support its mid-range iPhone 5C smartphone ahead of a push for its more premium iPhone 5S.

Apple: iPhone 5c TV ad
Apple: iPhone 5c TV ad

The TV ad focuses on the colourful plastic casing used by the iPhone 5c as it faces an uphill struggle to persuade customers to buy the less premium version of the phone, which is only £80 cheaper but does not have innovations including fingerprint recognition.

Some 81% of social media conversations around the launch of the mid-range iPhone 5c were negative, with 45% of conversations criticising its design and 36% questioning its price, according to research from We Are Social.

In comparison, the 5s was much better received with brand criticism of the 5s accounting for just 5% of posts.

Apple is not currently airing television adverts promoting the iPhone 5s, but it is believed TV spots will air at a later date.

Both phones launched on Friday (20 September) at 8am at retail stores in markets around the world including the UK, US, Australia, China, Japan and Singapore.

Separately, a group of German computer hackers are claiming they have a created a replica fingerprint of a iPhone 5s owner, photographed from a glass surface, to hack into the phone’s TouchID fingerprint recognition software

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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