Apple introduces bold 'designed by Apple in California' message

In a statement of intent Apple has turned its attention to its high design values with a TV spot that introduces a 'designed by Apple in California' endline.

Apple questions whether a product deserves to exist in a thinly veiled swipe at competitors and claims it spends "a lot of time on a few great things until every idea we touch enhances each life it touches".

To accompany the "our signature" TV spot the tech firm has also released an online-only animated film that takes a further jab at competitors who are too busy "building everything" to perfect anything.

Agency: TBWA\Media Arts Lab

Creatives: Duncan Milner and Eric Grunbaum

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content