Apple ad "What's a computer?"- Some say 'brilliant', some "insulting"

Apple Inc. ad campaign rubs respondents the wrong way as it asks, "What's a computer?"

The ad, one of a themed group developed starting in 2016, represents and targets those familiar with iPads, tablets, smartphones and notebooks (and iPhone, Blackberry and Android) rather than Macs, PCs, or laptops . . . concepts more familiar to the aging population.

The former audience identifies with newer terminology more than any concept-- however advanced-- of 'computer adding machines', and Apple marketing seems to prompt everyone's interest with it's latest ads by stirring positive and negative emotions, the latter perhaps unwittingly. The messaging strikes chords melodic and flat, in those who approve and disapprove alike. A quick review of comments under the [original] video above quickly exposes a healthy dislike of the reference to disappearance of "computers".

The fact is that Apple is hot onto the marketing appeals of convenience, communication, and the downsize-trend of personal computer use. While, technically, the smaller, portable devices may be considered computers, they exist, and are classified, by completely different qualities.

Product focus article by Chance Miller details the ad focus, iPad Pro, and receives similar comments to those mentioned above: Apple Challenges definition of a PC . . .

Call Generation Y and Leave a Message - Better Yet, Text

But What about Gen X

Well, it depends. When we talk about generational marketing studies, much can be derived from that conversation when we reject skepticism and are willing to bend the rules a bit. As usually occurs when we open our minds in this way, we free ourselves up to greater possibilities.

When we look at generational characteristics in marketing, we can deduce that there is some overlap in these characteristics and that these overlaps are noteworthy. Recognize that overlap can be present on both ends of a measure, and consider that these marks can further nuance targeting efforts.

What would such an overlap in generational qualities look like? 

While gen Y is certainly a group that (generally) views phone calls as a form of bad etiquette, there are as well gen X members who possess the same communication value. This means to us that, when possible, those qualities which project from one generation to another should be considered as to whether (and how) to be used in outreach efforts.

As well, in day-to-day business we should strive to use the preferred communication forms of our counterparts. When we pay specific attention to those with whom we engage, we're more likely to get and keep their attention by catering to their preferred methods. As we do, we're still able to structure our way of business around our preferred methods and thus use our own measures to encourage behavior.

REF:

Pulizzi, Joe. "5 Content Marketing Tips for Understanding Generation Y". Content Marketing Institute. Understanding Your Audience.  22 September 2012. Web. 16 July 2016 http://contentmarketinginstitute.com/2012/09/5-content-marketing-tips-for-targeting-generation-y/

Question: Which generation are you a part of, and how do you prefer/mostly communicate throughout your day?