Apple released a new video on its website today – called Better. It sets out the company’s commitment to environmental sustainability and many believe it suggests Tim Cook’s vision for the company. To that point it is voiced by Cook.
Watch Apple’s Better now.
Released for Earth Day the video suggests that Apple may be back in the game of value-based PR. ‘Better’ has all the hallmarks of the THINK DIFFERENT video that many see as the start of the rise the company has been on for the last 15 years and is focuses on the values – what it stands for – as it looks to continue to dominate the mobile, post-PC and media distribution industries.
I’ve written about the importance of values to the foundation of Apple’s brand during the Steve Jobs era – and how they’ve moved away from them under Cook’s tenure. ‘Better’ fits the THINK model of delivering the right message to the right audience, at the right time via the right channel – and appears to be a move in the right direction and could provide the company with a new point of differentiation over competitors like Google, Samsung and Motorola.
I hope it is the start of a trend where companies build relationships with their audiences based on values, not product specification. Apple will ultimately lose a battle based on feature and function. A battle based on values… a battle for hearts and minds, however… now that is a battle Apple could win. Easily. It is for that reason that ‘Better’ could be the most significant piece of communications the company has issued in the post Steve Jobs phase of the business.
Want to know why values are so important? This is why.