Segall argues that having a clear brand personality is even more important at a time when the smartphone market is a mature one and the ability to differentiate on design and features is reduced … expand full story
Ken Segall Stories July 31
Ken Segall Stories July 19
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Ken Segall Stories June 3, 2016
Update: I referred to the rather misleading headline the Guardian had chosen, and Segall has now posted on his own site that “the Guardian chose to give it a click-bait headline that contradicted my point of view.”
Ken Segall, the former Apple ad consultant who coined the iMac name, wrote the copy for the famous ‘Think different’ campaign and authored the book Insanely Simple, says that Apple is beginning to lose touch with its heritage of simplicity. He gave his assessment of Apple’s ‘state of simplicity’ in a piece for the Guardian.
Though Apple’s customers remain fiercely loyal, the natives are getting restless. A growing number of people are sensing that Tim Cook’s Apple isn’t as simple as Steve’s Apple. They see complexity in expanding product lines, confusing product names, and the products themselves.
While the Guardian‘s headline makes the piece seem entire critical, it’s actually very balanced …
Ken Segall Stories May 23, 2014
Think Different ad man recalls the truth behind Steve Jobs narrating The Crazy Ones ad: “a horrible idea”
If you watched the movie Jobs, you may recall Steve recording the words to the “Here’s to the crazy ones” ad, looking at the camera and asking “Is that ok?”. The reality, says Ken Segall, the creative director behind Apple’s famous Think Different campaign, was rather different. Speaking in an interview with MacWorld, he said:
Imagine you’re in this lonely, empty auditorium, he’s just finished that reading, and the words are just ringing in the air, and then their was a great pause, and he said: ‘That’s it, I’m out of here. This is a horrible idea,’ and he stormed off.
While Jobs loved the words, he thought it was a terrible idea to narrate them personally – he thought everyone would think him an egomaniac and they wouldn’t hear the message. Segall says that things didn’t begin well.
He was late and he said ‘I’m really busy today I don’t have time for this, I don’t like the idea, but I’ll give you one read and then I’m out of here’. So he did it.
In the end, Jobs got his way: the ad that was actually aired was narrated by Richard Dreyfuss – but it was the Jobs version that went viral after the death of Apple’s co-founder.
Ken Segall Stories December 23, 2013
Veteran Apple ad man Ken Segall praises holiday ad – says Apple still thinking differently
This ad is a holiday card from Cupertino. It lines up perfectly with the values Apple has communicated for years. It’s not about technology — it’s about quality of life.
The takeaway is much the same as one gets from the “Designed by Apple in California” ad, but I like it a hundred times more. In that previous effort, Apple simply told us why it is different. This new spot tells an interesting story and lets us draw that conclusion for ourselves. It’s a more artful, more memorable way to make the point.
Once again, Apple demonstrates it’s a different kind of technology company. Most talk about what goes into their phones — Apple shows what we can get out of them …00
Ken Segall Stories August 9, 2013
Former Apple ad consultant Ken Segall: Steve Jobs considered killing off pro products
Ken Segall, author of Insanely Simple and former Apple advertising consultant, today posted a blog entry detailing his views on the evolving definition of “pro” at Apple. In it, Mr. Segall claims that Apple is working to rework the pro industry and grow a “larger audience of high-end consumers who can suddenly understand, enjoy and benefit” from the apps and hardware.
An even more interesting tidbit is what he reveals about Steve Jobs’ plans for the company’s pro products:
Could it possibly be? Would Apple ever even think about saying goodbye to the pro market?
I hope you’re sitting down for this, but Steve Jobs did in fact once consider that very option.
This was back in the days when iMac had established itself as a global bestseller. During one of the agency’s regular meetings with Steve, he shared that he was considering killing the pro products.
His rationale was as you might expect: consumer products have an unlimited upside, while pro products are aimed at a niche market that eats up major resources.
While FCP X wasn’t initially well-received by professionals, Logic Pro X has been receiving great reviews and the upcoming Mac Pro innovations display Apple’s continued commitment to developing powerful pro apps and hardware, despite the smaller market size and potential profits.