Filip Brož Zvichida hapana chiziviso chakakonzera mhirizhonga yakawanda kwete chete mumunda wekutengesa senzvimbo inoratidza kuuya kwekombiyuta yeMacintosh muna 1984. Firimu yeOrwellian yakapfurwa nemukurumbira akakurumbira Riddley Scott, uye chiziviso chekufananidzira chaida nhepfenyuro imwe chete panguva yeSuper Bowl. mutambo kuti uve nemukurumbira.
Zviripachena kuti kushambadzira kweApple kwakashanduka zvakanyanya kubva ipapo, asi zvakakosha kuti titaure kuti kunyange pamberi peiyi nzvimbo ine mukurumbira, Apple yanga isiri kuita zvakaipa zvachose mundima yekushambadzira. Nhoroondo yekushambadzira yeApple inopfuura kupfuma uye mazuva ano inokurudzira zvikuru.
Nekudaro, iyo yakakurumbira Macintosh ad, ine mukoma mukuru anotaura nevanhu vakapfava ipapo, zvakafanana nebhuku raOrwell panguva yemaminetsi maviri eruvengo, zvakapotsa hazvina kubuda. Mutungamiriri weApple panguva iyoyo, John Sculley, haana kufarira nyaya yacho, akafunga kuti yakanga yakanyanyisa uye yakanyanyisa. Nekudaro, Steve Jobs akazosundira kushambadzira paakatendesa bhodhi rese revatungamiriri kuti kambani yaida chaizvo ad yakafanana.
Munguva yeMabasa eApple, mishandirapamwe yakanakisa uye yakabudirira kwazvo yakagadzirwa, kunyangwe muvambi wekambani aive asiri iye ega munhu aive kumashure kwavo. Sangano rekushambadzira Chiat/Day (yakazotevera TBWAChiatDay), iyo yakashanda neApple kwemakore anopfuura makumi matatu, inewo chikamu chakakosha mumapurojekiti makuru.
Nhoroondo yekushambadzira yeApple inogona kukamurwa kuita nguva ina: panguva yeSteve Jobs, panguva yekusavapo kwake, mushure mekudzoka kwake, uye nhasi. Kungopatsanurwa kwakadaro kunoratidza pesvedzero yakaitwa naMabasa pane manejimendi ekambani yese, kusanganisira kushambadzira. John Sculley kana Gil Amelio paakatora helm mushure mekubva kwake zvekumanikidzwa, havana kuuya nemhando ipi neipi yekuzivisa, asi vakatasva budiriro yapfuura.
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Kutanga kweApple
Kambani yeCalifornia yakavambwa muna Kubvumbi 1, 1976 uye kutanga ad paApple akaona chiedza chezuva gore rakatevera. Akaratidza mikana uye kushandiswa kwekombuta yeApple II. Mukutengeserana kwekutanga, zvinhu zvakati wandei zvakaonekwa zvinoumba musimboti wenzvimbo dzekushambadzira kunyangwe nhasi - vanhu chaivo, mashandisirwo anoshanda uye masirogani ane meseji yakajeka nei munhu wese achida komputa kubva kuApple.
Shambadziro iyi yakateverwa muna 1981 nemushandirapamwe wese weApple II ine hunhu hweTV Dick Cavett. Mune mavara ega ega, akaratidza zvinogona kuitwa neApple II, zvingave zvakanaka, i.e. kunyora uye kunyora gadzirisa zvinyorwa, kushandisa kiibhodhi nezvimwe zvakadaro. Kunyangwe iyi danidziro hombe haina kushaya chinhu icho Apple ichiri kushandisa zvakanyanya nhasi - kushandiswa kwevanhu vanozivikanwa. Chakanyanya kukoshesa yaive 1983 Apple Lisa kushambadzira, kwaaive nebasa diki yakarongedzwawo nemudiki Kevin Costner.
Zvakangodaro, Apple yakashandawo pane thematic mavara, kwayakabatanidza zvigadzirwa zvayo kwete nevanhu vane mukurumbira, asiwo nemitambo uye dzimwe nzvimbo dzekufarira, semuenzaniso. Ads akagadzirwa ne basketball kana clarinet.
Muna 1984 kwakauya shanduko yakatotaurwa yekushambadzira yakaunzwa naRiddley Scott. Kushambadza kwebhajeti hombe, kunotora miriyoni yemadhora, iyo inoratidza kupandukira kwehudzvanyiriri hwenyika yeOrwellian kubva munovel 1984, yakadudzirwa nevanhu sedimikira rekupandukira komputa hofori IBM panguva iyoyo, pakati pezvimwe zvinhu. . Steve Jobs akafananidza kushambadza nekurwa Big Brother. Shambadziro iyi yakabudirira zvikuru uye yakahwina mibairo inodarika makumi mana ine mukurumbira, kusanganisira Cannes Grand Prix.
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Iyi yekutengeserana yakateverwa neimwe nhevedzano yezvishambadziro paMacintosh, apo vanhu vanoparadza mukutsamwa uye hutsinye. pfuti avo chainsaw akaputsika uye asingateereri echinyakare makomputa. Apple yakanangana nevashandisi 'kushungurudzika kwakawanda nemakomputa asina kushanda kana kupindura sezvavaifanira kuita. Munguva yemakumi masere, matauriro emanzwiro uye nyaya dzakananga dzakaonekwawo zvakanyanya mukushambadzira kweapuro.
Ads pasina Mabasa
Muna 1985, Mabasa anosiya Apple uye aimbova mutungamiri wePepsi John Sculley anotora. Kushambadza kwakagadzirwa mukati memakumi masere uye ekutanga makumi mapfumbamwe anowanzo kufanana zvakanyanya uye anovimba nemafungiro atsanangurwa pamusoro.
Iyo yekutengesa neyechidiki mutambi inofanirwa kutaurwa Andrea Barberova paApple II. Mushure mekubva kweMabasa, kambani yeCalifornian yakaramba ichibheja kune yekare Apple II mukuwedzera kune nyowani Lisa uye Macintosh makomputa. Nhamba yezviziviso zvakagadzirwa saka inotamba chaizvo mukufarira komputa yakabudirira, yakagadzirwa kunyanya naSteve Wozniak. Uye hazvishamisi, sezvo Apple II yakagadzira purofiti yakakura kwazvo yekambani kwemakore mazhinji. Pakazara, anopfuura zana mavara akasikwa mumakore makumi masere.
Pakutanga kwemakumi mapfumbamwe, zviziviso zvakagadzirwa kunyanya kune yekare PowerBooks, makombiyuta performa kana nhevedzano yezviziviso pa Apple Newton. Mabasa anodzokera kuApple muna 1996 uye anobva atanga hutongi hwakasimba. Pakati pezvimwe zvinhu, iyo isina kubudirira Newton uye zvimwe zvakawanda zvigadzirwa seCyberdog kana OpenDoc zviri kupera.
Funga zvakasiyana
Muna 1997, imwe danidziro yakakosha yekushambadzira yakagadzirwa, iyo yakanyorwa zvisingadzimiki munhoroondo yekambani. ine sirogani inoti "Think Different". Apple, zvakare inotungamirirwa naSteve Jobs, yakaratidza kuti iwe unogona sei kuvaka chiziviso chinonyatsobudirira pamunhu anokosha pasina chinhu chikuru, kambani pachayo, inowira mavari. Mukuwedzera, sirogani "Funga Zvakasiyana" yakaonekwa kwete chete pamasikirini, asiwo pamabhodhi makuru uye dzimwe nzvimbo kunze kweterevhizheni.
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Kukanganisa kwemushandirapamwe kwakakura, uye kwaive kumwe kuchera kudiki kubva kuApple pahofori IBM, iyo yakabuda neyayo "FUNGA" mushandirapamwe.
Pakupera kwema1990, imwe mushandirapamwe mutsva wakatangwa, ichitungamirwa nemakomputa ane mavara eMac neBook. Pamusoro pazvose, zvinodikanwa kutaura advertising pa mavara iMacs, iyo yakatanga muna Ndira 7, 1999 paMacworld yechinyakare muSan Francisco. Pano, Apple yakaratidza imwe pfungwa inoshanda yezviziviso zvayo - kubatanidza zvigadzirwa nenziyo inobata kana hit iripo.
Kekutanga, pakanga painewo zviziviso zveApple application, semuenzaniso pa iMovie. Pakazara, Apple yakagadzira chaizvo 149 kushambadzira mumaXNUMXs.
Kutonga kweiPod
Muna 2001, Apple inosuma iyo iPod ine mukurumbira, uye ndiyo nzira yakazvarwa. kutanga ad yemutambi uyu. Ziva kuti munhu mukuru, mushure mekuisa mahedhifoni, anotanga kutamba, achiita mafambiro akazova hwaro hwekubudirira kweiPod campaign ine silhouettes.
Zvisinei, akaoneka zvisati zvaitika nhevedzano yeSwitch spots, apo vanhu vakasiyana-siyana uye hunhu vanotsanangura chikonzero nei vakasarudza kushandura ecosystem. Zvinoteverawo chaizvo kushambadza kukuru kweMac ine mwenje, iyo inotorwa seri kwemunhu seringazuva riri seri kwemwaranzi yezuva.
Muna 2003, iyo yatotaurwa iPod uye iTunes mushandirapamwe inosvika, umo vanhu vari muchimiro chesilhouettes vanotamba vachiperekedza imwe rwiyo rwakarova. Pakutanga kuona, vateereri vanokwezvwa nemahedhifoni machena, ayo anozova chiratidzo mumugwagwa zvakare. Nekuti equation yakashanda: ani nani anopfeka mahedhifoni machena ane iPod ine zviuru zvenziyo muhomwe yake. Pakati peanonyanya kufarirwa ads mumushandirapamwe uyu zvirokwazvo hit kubva kuboka Daft Punk "Technological".
Tora Mac
Kukwikwidzana pakati peApple nePC kwagara kuripo uye pamwe kunenge kuripo. Apple yakanyatso ratidza idzi nharo diki uye hondo dzematatya mumushandirapamwe wekushambadzira zvakakodzera kunzi "Tora Mac" (Tora Mac). Yakagadzirwa neiyo TBWAMedia Arts Lab agency uye yakahwina akati wandei mibairo ine mukurumbira kwayo muna 2007.
"Tora Mac" yakazoburitsa akati wandei ma clip ayo aigara achitevera maitiro akafanana. Pamusana pechena, varume vaviri vakamira vakatarisana, mumwe wechidiki akapfeka zvipfeko zvemazuva ose uye mumwe mukuru akapfeka sutu. Justin Long ari pachinzvimbo cheaimbogara akazvizivisa saMac ("Mhoro, ndiri Mac") naJohn Hodgman munzvimbo yemuraraungu sePC ("Uye ndiri PC"). Kapfupi skit yakatevera, uko PC yakaratidza kuti yaive nedambudziko sei nemamwe mabasa, uye Mac yakaratidza kuti zvaive nyore kwaari.
Iwo anosekesa skits, anowanzo kubata ne banal makomputa matambudziko, akagamuchirwa zvakanaka uye akabatsira mukuwedzera kufarira muMacs saizvozvo.
Iyo iPhone inouya panzvimbo
Muna 2007, Steve Jobs anosuma iyo iPhone, uye nekudaro mafungu matsva ekushambadzira anotangwa. Bhurawuni kutanga ad anofara zvikuru apo vagadziri vemafirimu vakacheka mafirimu ane mukurumbira muhafu yeminiti, umo vatambi vanotora mugamuchiri uye vanoti "Mhoro". Kushambadza kwakatanga panguva ye2007 Academy Awards.
Yakawanda uye yakawanda iPhone, MacBook uye iMac ads inotevera. Muna 2009, semuenzaniso, yekufungidzira nzvimbo pa iPhone 3GS, apo mbavha yaitarisa imwe modhi yakachengetedzwa zvakanyanya uye mushandi weApple anenge amubata.
Zvishambadziso zveApple zvinowanzoratidza motifs e mini-nyaya pamwe nemanzwiro uye kuseka. Mushandirapamwe wako maBeatles, semuenzaniso, akawana panguva iyo yakarova iTunes muna 2010. Mugore rimwe chete, Apple yakaunza iyo iPhone 4 uye yekutanga chizvarwa iPad.
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Imwe yeakanyanya kubudirira yaive yeKisimusi ad yeiyo iPhone 4 uye iyo FaceTime chimiro, kana iwe baba vairidza Santa Claus uye akataurirana nemwanakomana wake kuburikidza nevhidhiyo. Akabudirirawo yekutanga iPad ad, iyo inoratidza zvingaitwa nayo uye kuti ingashandiswa sei.
Kwapera gore, iyo iPhone 4S inosvika uye nayo izwi mubatsiri Siri, iyo Apple yanga ichisimudzira kubva ipapo. Anowanzoshandisa vanhu vanozivikanwa nokuda kweizvi, vangave vari vatambi vemitambo kana vatambi. Mune imwe iwe muna 2012 yakaridzwa, semuenzaniso, nemutungamiriri ane mukurumbira Martin Scorsese.
Mugore rimwe chete, Apple mune imwe nzvimbo akaratidza, sezvaakagadzira EarPods nyowani dzePhones dzinokwana munzeve imwe neimwe. Zvisinei, akabata kushoropodzwa kuitira mushandirapamwe usina-kunyanya kubudirira neGeniuses, nyanzvi dzehunyanzvi muApple Stores, iyo kambani yakamisa nekukurumidza.
Pakupera kwe2013, zvisinei, Apple yakakwanisa kugadzira kushambadzira zvakare, iyo yakanzwika zvakanyanya mukambani. Kisimusi mini-nyaya yemukomana "asinganzwisisike" anopedzisira ashamisa mhuri yake yese nevhidhiyo inobata, kunyangwe. akahwina Emmy Award muchikamu che "exceptional ads".
Kazhinji, mumakore achangopfuura kwave nekushambadzira kwemarudzi ese ezvigadzirwa zveApple, izvo zvinogara zvichishandisa mamwe maitiro ataurwa pamusoro. Sechinyakare muCupertino, vanobheja pakugadzirisa kwakapusa kunoratidza izvo zvinodiwa, uye zvakare pane vanhu vanozivikanwa vanozobatsira kuparadzira kujekerwa kumakona ese enzanga.
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Asi hazvisi zvese nezvevakakurumbira nevatambi. Kazhinji, Apple inokweretawo nyaya dzevanhuwo zvavo, mavanoratidza kuti zvigadzirwa zveapuro zvinovabatsira sei mumabasa avo ezuva nezuva, kana kubata manzwiro avo. Panguva imwecheteyo, mumakore achangopfuura, akakwevera kutarisisa zvakanyanya kukuedza kwake mubazi rezvehutano, zvakatipoteredza, uye akaratidzawo nyaya dzakawanda dzevanhu vakaremara.
Tinogona kutarisira kutarisisa kwakadai kwerubatsiro mune ramangwana, kwete mukushambadzira chete, asi muchiitiko chese cheCalifornian hofori, iyo iri kuramba ichiwedzera chiyero chayo. Tinogona kungofungidzira kana ichakwanisa kuuya nemushandirapamwe wekubudirira senge "Funga Zvakasiyana" kana iyo Orwellian "1984" zvakare, asi zviri pachena kuti Apple yatove nemaitiro akati wandei akanyorwa zvisingadzimiki mumabhuku ekushambadzira.
