Does Apple Evoke Fear?
October 20, 2022
Fast Company points out how Apple is appealing to America’s overwhelming culture of fear in: “Apple Used To Sell Wonder. Now It Sells Fear.” For forty years, Apple has presented itself as an optimistic brand of the future. Its aesthetic and state-of-the-art technology was and is supposed to improve our lives.
Under Jony Ive’s design lead, Apple has taken to upholding Murphy’s Law by selling fear. Apple’s newest marketing campaign promotes how its technology is used by survivors. Commercials and other advertising feature tales of survival from heart attacks to plane crashes. All these people survived thanks to an Apple product, usually the Apple Watch. The watch even has a new car crash feature that is supposed to make people feel safer:
“Do note that Crash Detection, which is part of the new Apple Watch Series 8, won’t prevent any accidents from happening, of course. But that wasn’t Apple’s point. These examples implied something else entirely: The world is already on fire. You’re already getting burned. Just make sure that you live to tell the tale.”
A great example is the new Apple Watch Ultra which was specifically designed for outdoor exploration with a compass and bright international orange accents that help wearers be noticed in emergencies. Apple also quoted Sir Ernest Shackleton’s alleged advertisement for an Antarctica expedition to appeal to consumers: “…describing a ‘hazardous journey’ with ‘long months of complete darkness, constant danger.’ While ‘safe return [is] doubtful,’ the ad admitted, it promised ‘honor and recognition in case of success.’”
Apple is telling consumers life sucks, but use its products to make it better. Another way to broach the new advertising campaign is Apple wants people to go outside and exercise more as a response to the growing obesity endemic. Maybe it’s Apple’s way of telling people to exercise safely?
Whitney Grace, October 20, 2022
Comments
-
- Subscribe to Beyond Search
Feature archive
News archive
-
