Apple pulls recent "Genius" ads; set to private on YouTube

We aren't sorry actually.

It isn't the first time, and it won't be the last that a major company wishes they could turn back time and erase something they thought was pretty cool at the time, only to be reminded by regular consumers that it was in fact, pretty dumb.

Apple is the latest victim of a PR clanger, as it would appear that they have set the three "Genius" videos that were uploaded to YouTube and the Apple website at the start of the Summer Olympics to private.

As reported by MacRumors, they suggest that Apple wasn't happy with the reaction to the ads, which was largely critical of the fact that the ads appeared to paint Mac users as completely "clueless."

Apple's ad agency did point out that the ads, which were also televised, "were intended only for a 'first run' during the Olympics", but MacRumors also points out that even though it's not uncommon for older ads to be removed, an ad from November 2010 is still available to be viewed.

If you missed them the first time around, here's a recap of all three:

The three commercials uploaded to YouTube in July showed Apple's (probably now dismissed) Mac TV mascot; an unnamed Apple "Genius" employee who apparently never took off his blue Apple Store t-shirt, no matter what the time or setting is. One of the ads had the "Genius" on a passenger plane trying to help a fellow traveler with editing a clip in iMovie. just before the plane is supposed to land.

The second clip showed the "Genius" being told by a random person on the street that he has just bought a Mac, but the "Genius" has to let this person know that his new Mac isn't a Mac at all. We do have to wonder about the intelligence of this random PC consumer.

The oddest TV ad in the collection is the one where the "Genius", asleep in his apartment and still wearing his blue Apple t-shirt, is woken up at 4AM by a neighbor. The neighbor's wife is apparently about to give birth but, instead of taking his suffering spouse to the hospital, he wants to get info from the "Genius" on how to announce the birth of his baby via an iPhoto card.

You probably get the picture.

Source: MacRumors

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17 Comments

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Clueless is about right, fairly often. For years, Apple told people they were too stupid to operate a PC and that a Mac was the answer.

It is my experience with average PC users, that most are totally clueless. This is why I believe some of the techies in here might be incredibly surprised at the positive reception Win 8 may get from this class of users. We just need to keep them away from the desktop back and forth. What's your plan for that MS?

Contrary to the popular believed, Apple is not a marketing company and every single campaign is outsourced. So even the mythical "Think Different" is not an Apple invention, neither a Jobs creating but a creation of TBWA/Chia/Day agency.

Brony said,
Contrary to the popular believed, Apple is not a marketing company and every single campaign is outsourced. So even the mythical "Think Different" is not an Apple invention, neither a Jobs creating but a creation of TBWA/Chia/Day agency.

So Apple doesn't invent those revolutionary ads? Oh noes!

Brony said,
Contrary to the popular believed, Apple is not a marketing company and every single campaign is outsourced. So even the mythical "Think Different" is not an Apple invention, neither a Jobs creating but a creation of TBWA/Chia/Day agency.

Yes, but when a company hires a marketing company they sit down with them and have a load of meetings to discuss how the company wants to portray itself.

Apple decides they want to be portrayed in some way and the marketing company goes away and designs campaigns that show Apple in this light. The whole time they're designing a marketing campaign, they'll be working closely with Apple to make sure that they are okay with it.

When I saw those ad's on their first run my first thought was wtf, who fired Apples marketing department... this is horrible and talking down to the average user... definatly did not fit the brand image they showed for years... felt more like reality showing through, an Apple "Genius" showing they are better then you stupid average user...

"Apple's ad agency did point out that the ads, which were also televised, "were intended only for a 'first run' during the Olympics"

LOL...sure. More like fire up the PR team we need damage control STAT.

Well that's my opinion of iPhone users most of the time anyway. I sometimes know more about how to use an iPhone than iPhone users. Though I guess Apple products are meant for simple user interactions. Android has a more complex system with various features that regular user won't come across.

drazgoosh said,
Well that's my opinion of iPhone users most of the time anyway. I sometimes know more about how to use an iPhone than iPhone users. Though I guess Apple products are meant for simple user interactions. Android has a more complex system with various features that regular user won't come across.

Yeah, because everybody knows that Android users knows 100% of the features on their phones.

Billa said,

Yeah, because everybody knows that Android users knows 100% of the features on their phones.

No, I'm saying that from my experience, those who go for Android are usually more technologically competent than those with iPhones. They also tend to know more about the specifications of their phones.

drazgoosh said,

No, I'm saying that from my experience, those who go for Android are usually more technologically competent than those with iPhones. They also tend to know more about the specifications of their phones.


Many that goes with Android aren't more technologically competent than those with iPhones. All they ever know is Call/Sms/Fb/Twitter and installing games from Blackmart. THAT is from my experience.

Oh, why wouldn't they know the specs of their phones? It's like gazillion different specs for Android anyway, which is one for each generation of iPhone, except the different storage size.

And I use all three (WP/iOS/Android) of them.

Steven Parker said,
he wants to get info from the "Genius" on how to announce the birth of his baby via an iPhoto card.

You probably get the picture.

LOL, I see what you did there!