The difference between Apple marketing under Steve Jobs and with Tim Cook at the helm was encapsulated by two videos in Tuesday’s Fall event. The first, demonstrating the impact that the iPad has had on the consumer electronics and computer industries since its launch, was typical Steve Jobs: it communicated the values of Apple and the value of the product without the need for a single word.
The second, a ‘design video’ for the new iPad Air highlights everything that is wrong about Apple marketing under Cook. It focuses more on speeds and feeds and self-congratulatory back-slapping.
Don’t believe me? Take a look for yourself. The first video starts at 62′ 20″ in Apple’s keynote video and runs for 1′ 56″, posted on the Apple website; the second starts at 71′ 55″ and runs for a full 3′ 09″.
Due to copyright restrictions I’m not able to post the video here, but it’s worth spending 10 minutes to watch both Apple iPad videos.