The ads liken its designers to artists and craftsmen as well as being inventors and engineers. Recent Apple advertising has focused on specific product launches.
TV ads will be supported with long copy press ads. They state: “This is it. This is what matters. The experience of a product. How it makes someone feel … Who will this help? Will it make life Better? Does it deserve to exist? We spend a lot of time on a few great things. Until everything we touch enhances every life we touch.”
Ads also introduce the strapline Designed by Apple in California.
Apple will be hoping the ad helps boost sales after coming under increasing pressure from Samsung. The South Korean business stretched its lead over Apple in the smartphone market during the first three months of 2013.
The campaign was created by TBWAMedia Arts Lab.