Can the New Apple Ad Campaign Save Its Core?

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Now that Apple (NASDAQ:AAPL) finds itself in on the defense in the tech industry, a position it is not overly familiar with, it is targeting its advertising efforts to help the company make a rebound and stem losses. The tech giant is teaming up with its agency unit, TBWA\Chiat\Day, to help it create a new campaign that will help it resurrect enthusiasm for Apple’s product line and reemphasize the reliability of its ecosystem of products, apps, and content.

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The new ads will premiere in the coming months and will likely feature a collaboration of the Mac, iPhone, and iPad units after chief executive officer Tim Cook reorganized the company last year in an attempt to showcase the way Apple’s products work together and simplify users’ lives.

Apple now faces fierce competition with devices built on Google Inc (NASDAQ:GOOG) Android software. Samsung Electronics Co is now the global leader in smartphones with its Galaxy devices, and it, too, has focused its attention on the company’s advertising efforts. With its advertising agency, Samsung has worked to portray Apple as boring and overrated.

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But this designation isn’t something Apple is overly comfortable with, and it is confident its advertising can help it revive its sales and its reputation, just like it did back in 1997 when Steve Jobs commissioned the “Think Different” campaign to help the company avoid bankruptcy. Though the former CEO is no longer available for support, Apple is hopeful it can use its advertising to rally its loyal fans.

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Bloomberg reports that the company debuted the first commercial at its annual developer conference Monday in San Francisco. The ad is reported to emphasize Apple’s commitment to simplifying user experience while helping make their lives better. As a way to go back to the basics, ads this summer will promote the Apple brand, rather than one product.

Apple’s sales are projected to climb 9.5 percent this fiscal year, according to data compiled by Bloomberg.

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