Apple to join the Television ad battle on AT&T's behalf with two spots tonight
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The spots are designed to show how a GSM network will allow for simultaneous voice and data usage by showing examples of things that the iPhone can do on AT&T's network that can't be done on Verizon's CDMA pipelines. No mention of Big Red was made by name; instead, the ad wants to know if "your network and your phone" can stay on a call while at the same time, browsing the web to get information.
There is no doubt that the spots have been created in response to the recent Verizon attacks on AT&T's 3G coverage and in one spot, calling the iPhone a "Misfit toy" because of the latter's smaller 3G coverage area. Even though it is clear that the Apple ads are directed at Verizon and its newest flagship Motorola DROID smartphone, will the new commercials be seen as an attempt to glorify the AT&T network, or will it be seen as just another iPhone commercial that shows off another feature of Apple's touchscreen marvel? The ads will run tonight on several highly viewed shows like Fox's "House M.D.", ABC's "Dancing with the Stars" and CBS' "How I met your Mother".
source: BusinessWeek via BGR
Apple iPhone Ad - Did You See My Email? from Arik Hesseldahl on Vimeo.
Apple iPhone Ad - What Time's The Movie? from Arik Hesseldahl on Vimeo.
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70 Comments
1. idiotwind13 posted on 20 Oct 2010, 01:44 0 0
The better question is "Can your network and your phone stay on a call, period?"
2. vzw fanman posted on 23 Nov 2009, 14:06 0 0
while it does get the point across, the commercial still lacks the creativity and humor of the verizon commercials. I personally have never had a need to look up info while on a call. Also, more and more locations have free wifi, so if i'm in a wifi area, i could just do it then.
22. E.N. posted on 23 Nov 2009, 15:18 0 0
I agree, Verizon's commercial were more humorous. But they came out with three different commericials at the same time, so I'm guessing that they've been planning their little attack for a while. And you also have to realize that Apple is mostly advertising their phone, which I think it does really well, while Verizon's main goal was to bash AT&T and Apple, even though Verizon at one point stated that not having the iphone has had no affect on them (Then what was the point of putting the iphone in every single commerical. What a lie). Minus the part at the end about "can your network and your phone do that," I think these are Apple's best commerical yet. They really pack a lot of stuff in 30 seconds.
26. E.N. posted on 23 Nov 2009, 15:30 0 0
I don't multitask while on the phone often, but I do it once in a while. Like if I'm put on hold, I'll just plug in my earphones and play a game or browse the internet. And I called a friend (who has an iphone) and asked if he received the pdf file that he asked me to send him and he checked while on we were on the phone. Or I may be talking to an annoying friend, and I'll be doing whatever on my phone. It's not something you use everyday, but it is pretty useful.
33. YouLostTheGame posted on 23 Nov 2009, 16:55 0 0
You just don't seem to get the fact that the iPhone is ATTs flagship device, and in general, a very iconic/noticeable device. By using the iPhone in their commercials, it was just another way of identifying ATT on the targeted end of VZWs advertising points. And no, it's not a lie, quarter after quarter, (with the exception of this last one) VZW has STILL gained more ads while ATTs had the iPhone. And even then, it wasn't by much. I would think that if everyone was so drastically chopping at the bit to snatch an iPhone, ATT would consistently be outselling VZW...but they're not. That's just how pathetic ATT really is.
42. E.N. posted on 23 Nov 2009, 17:59 0 0
If you think that Verizon doesn't care at all about the iPhone, then you're not thinking at all. Do you think it was just a coincidence that these commercials started appearing during the holiday season when people might buy the 3GS like crazy? Why didn't they come up with those commercial months ago? Why not when the 3GS launched? The iPhone was AT&T's flagship phone back then too wasn't it? If not to stop iPhone holiday sales, then what would be the motivation of Verizon releasig THREE iPhone/AT&T commercials? And the misfit commercial was for the iPhone alone and not to AT&T. They were using AT&T's map to basically say "Dont buy the iPhone" and not "Dont sign with AT&T." the blackberry bold is a popular exclusive for AT&T also but you don't see them calling the bold a misfit phone. They didn't even mention AT&T until the ending of the commercial. Just because they are still adding customers doesn't mean that the iPhone has had no affect on them. Verizon probably knows that they will sell more Droids or something just because of these commericials and that AT&T will most likely sell less iPhones during this holiday season.
54. YouLostTheGame posted on 23 Nov 2009, 22:31 0 0
Yes, I DO think VZW cares about the iPhone. I never stated I didn't. I just stated that I don't think that by not having the iPhone, it has hurt VZW. No, I don't think the timing of these commercials is a coincidence. That's what advertising is...an audio/visual way to distract customers away from the competition; and we all know the holiday season is the BIGGEST shopping time of year. And we obviously have differing viewpoints on the "misfit toy" ad. And the Bold IS popular device with ATT, but not NEARLY what the iPhone is. The Bold may hold some special place with biz users/phone geeks, but certainly not what the iPhone is to the VAST majority of avg. phone users. You don't see lines piled up in front of ATT at the release of a new Bold do you? Plus, the Bold essentially does exactly what the iPhone does. In my opinion, right now, the iPhone IS ATT, and what better way to take a strike at ATT, then by showcasing the very iconic device that is the ATT network, front and center in a battle of networks. Cuz at the end of the day, your phone is really only as good as the network. That's exactly the point of that commercial.
58. theman414 posted on 23 Nov 2009, 23:13 0 0
That's because you never had the opportunity. I never thought I had a need either until the opportunity presented itself. Now I constantly find myself looking something up while talking on the phone at the same time.
59. E.N. posted on 23 Nov 2009, 23:44 0 0
What you said about the bold makes sense, but some other things you've said just somehow don't. If the iPhone didn't hurt Verizon at all, then there's still no clear reason for Verizon making up all those commercials. And if Apple is not hurting them one bit then why waste all that money on advertising? I mean there is a lot of effort Verizon is putting out against a carrier that is below them and for a phone that is not hurting them at all. They might as well advertise against the Jitterbug because that phone really hasn't hurt them either. I didn't see as much effort when Verizon was the #2 carrier, fighting to be at the top. That's why I don't think AT&T is really the main focus. I mean Verizon always covered more areas by 3G. So the big question for me is why now? And the only thing I can come up with is the iPhone.
65. lolipopjones posted on 24 Nov 2009, 07:42 0 0
Because of the iPhone, Verizon's 3rd quarter results were terrible compared to At&t's... 3rd quarter VzW added 1.2mil while At&t added 2 million.... Yes, Verizon is seriously butt hurt over that phone... Thats why they will fire their own employees for having that phone...
70. CRICKETownz posted on 26 Nov 2009, 10:30 0 0
First of all, when you think AT&T you think iPhone. Its "oh, don't they have the iPhone"...and those other 30 irrelevent phones. I personally like the Blackberry Bold (first gen). I think that is the nicest non-touchscreen Blackberry device out there (and possibly the nicest Blackberry in general) but to the point of the earlier post...no other phone is a factor. Even AT&T business customers seem to flock to the iPhone. GSM seems to def. be a more advantageous, open platform technology but that fact that the only benefit of GSM over CDMA is that you can browse the web while on your phone is a bit ridiculous. That's it? That's what makes AT&T's technology better than Verizon's? That's like Hundayi's claim that there Genesis model goes from 0 - 60 faster than the BMW which may very be true but so what? If someone gave me a choice of getting a free BMW or a free Hundayi Genesis...dude c'mon which would you pick? Hopefully not the Genesis b/c it goes from 0 to 60 faster. It's the same concept as AT&T trying to use this little minute feature as a comeback. Who cares if you can browse the web while on your phone...that's one of those things that make you say "ok...now you doin too much". Maybe Verizon didn't push hard as #2 b/c they were smarter with their revenue and invested in their infrastructure which apparently pushed them to the #1 spot and now they can play more with their money hence...more advertising. That never occurred to you huh... Point is, nobody ever associates iT&T with any other phone than the iPhone. iT&T thought it was worth it to bend over and allow themselves to be raped by Apple...which I guess it wouldn't be rape b/c iT&T consented..but anyway in a way the iPhone has kept them afloat but I think the reign is coming to an end. So shortly, we may see iT&T offering the unlimited everything plans for $12.99 to stay afloat.
3. LGVX1993 posted on 23 Nov 2009, 14:12 0 0
Ive never really had a need to use data while talking on the phone. But some people might.
12. artz1986 posted on 23 Nov 2009, 14:58 0 0
I don't how it works but if you're browsing the web and you get a call, when you get off that call, are you able to pick up back where you left off, or do you have to open up your browser again and reload the page? This happens to me a bunch, I'll be browsing Juxtapoz or something, and then I'll get a call, when I get off the call, I pick up where I left off..
28. E.N. posted on 23 Nov 2009, 15:34 0 0
No, it allows you to pick up where you left off while you're still on the call.
4. Arielnyc2006 posted on 23 Nov 2009, 14:13 0 0
Those two new ads are misleading, phone calls NEVER sound that clear with an iphone, I have a few friends with the iphone 3GS and they sound way more garbled than portrayed in the commercials.
5. kingof7676 posted on 23 Nov 2009, 14:29 0 0
I have an iPhone and I live in Spokane wa and I get better 3g than my brothers droid and that's a fact and I never drop calls and I have wanted to look up info like an address while on the phone something you can't do
11. Arielnyc2006 posted on 23 Nov 2009, 14:45 0 0
I am not sure what you meant with your response, what I was saying is that i-phones never sound that clear from my experience.
