Thursday, March 3, 2011

Apple ups the ante

The iPad 2 is coming and at yesterdays announcement we learned that it's thinner, lighter, more powerful, has front and back facing cameras and apparently whitens your teeth while you do the dishes. Pretty much everything you'd expect from a second generation Apple product.

But what impresses me as much as the product itself is how well and consistently Apple communicates the products features and benefits. This video for the new Smart Cover is a great example.

Simple, smart, understated and just hip enough using Fiona Apple's "Extraordinary Machine" as the soundtrack.

Unlike other companies that make the product then turn it over to the agency to do the advertising, Apple works with its agency through the development process, leveraging the insights gained to focus communications and speed time to market. This rare partnership between developers and marketers is one big reason apple continues to dominate its competitors.

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