This comes from an article on Marketing Megatrends written by Adam Kleinberg
To read the full article "5 marketing megatrends you can't ignore"
The brand that gets it: Apple
It almost seems cliché to mention Apple in any article about great advertising. But this article isn't about what's great -- it's about massive change reshaping the future. And Apple's iPhone campaign is all about mass collaboration reshaping the future of Apple.
The campaign is in line with most Apple advertising. The product is the hero. The voice is friendly, clever, and straightforward. The ads simply state that whatever you want or need to do with your iPhone, "There's an app for that."
"There's an app for that" refers to the tens of thousands of applications built on the iPhone API that are available for download in the iTunes store. The vast majority of those apps were not built by Apple.
If you're familiar with the history of Apple, you know that relying on outside sources to fuel innovation just hasn't been the way things were done -- until now. You'd also know that Apple doesn't always do things first. (The iPod wasn't the first MP3 player.) But when it sees an opportunity, it goes after it in a bigger and better way than anyone else ever has.
Apple has seen that opportunity in mass collaboration.
Last year Apple announced it would dump Macworld and instead focus on WWDC, its Worldwide Developer Conference. Why? Because developers create apps.
This is where the driving force will come from that will maintain Apple's leadership in innovation in the years to come. This is a major strategic shift for Apple -- and the absolute right one.
James Snider is an global marketing professional with 15 years experience in the semiconductor and high-tech industry. He is currently working as a consultant while looking for a permanent position. www.linkedIn.com/in/jamessnider