Apple: back in our eye

Apple has launched a global brand campaign, ‘Designed by Apple’, at least partially in an effort to win back market share from competing smartphone manufacturer Samsung. The campaign brings the focus back to the company’s core values, telling the story of the long process involved in developing the perfect concept. A clear distinction, the campaign implies, between this process and the loveless churning of new products adopted by other electronics manufacturers.

This emotive TV advert, along with a series of press ads, will remind fans why they love Apple, and probably go a long way to convincing some non-believers too: that’s the power of the brand.