That thing about aggression.

Whattay job by Apple after years of setting examples of simple, smart, on-point communication that helped them build an unmatched superiority. It took one single ad to bring it all down.
In 2024, it’s hate-everything-Apple season after years of brand managers asking for commercials looking like that of Apple and strategists creating pitch decks looking like that of Apple.

If you haven’t watched it yet, here you go.

Recently while talking about creating loyalty for the Tinder Generation, I realized that first of all, you must realize that calling them Tinder Generation is so wrong and makes you a legit boomer. Secondly, stop chasing loyalty while quoting them as the Tinder Generation. This generation has grown up with excessive options to choose from. So when you seek loyalty, you need to give them ample avenues of constant engagement and transactions with you. But most importantly, this generation is woke. You might hate that word but that word means many things that you fail to see.
Please don’t mess with things they love. This generation cherishes vintage as much as new tech. They compartmentalize well enough to give space to all extremes because they respect differences, respect spaces and believe in an eco-system where all thoughts and things exist.

To this generation, you serve an ad that shows crushing of all things favourite - from their Pinterest, from their beloved nooks and corners, from their wishlists and introduce something that most of them will not be able to afford for quite some time. Who sold you this idea?

Next time when you’re told that aggressive communication is a powerful way to claim your space, you might want to relook at the articulation of that. All you needed to do Apple, was to hold on to the simplicity of words that was your power.