Now whether you agree that Steve Jobs is a good guy or that Adobe updates make you want to stomp your foot in frustration, you have to admit that Apple is a leader in technology products that span the globe. They’ve managed to take something that scares and intimidates most people and packaged it down into something small, user-friendly, and that usually doesn’t give you an error messages every 5 minutes (Stupid Gateway computer my parents had when I was in high school. We were not friends.)
Most graphic designers use a Macintosh or prefer to use one. It’s definitely marketed to us that if you’re creative, you want to use a Mac. Well I fell for it hook, line and sinker. Now while I realize there are other opinions and thoughts out there that are all very valid, I admit that I just feel more safe and comfortable working on a Mac, trusting it with my hours upon hours of work. It’s like I’m technologically married to Apple and so far the relationship has really been lovely. My laptop has been with me through college, a mini flood, and anything else that’s happened in the last 6 years and hasn’t let me down yet.
While I’m a few years off of a decade, Apple just celebrated it’s own anniversary with it’s retail stores. We’ve all been to one and they always made a statement. To celebrate Apple released a poster to commemorate the decade. Foregoing their usual marketing basics which is fantastic images, large amounts of white space, they went in the complete opposite direction. They made a black poster covered edge-to-edge with words. Very different.
At first I was really put off by it. We’ve all see that companies makes mistakes from time to time with their marketing, but I was really surprised by Apple. This was a major departure. It seems overwhelming to have to read all of that, but I decided against my better judgement to do so. Where once was skepticism, when I had finished reading, I was smiling and had a fuzzy feeling in my heart. They hadn’t departed from their brand messaging. They had taken away all the visual distractions and really made their audiences focus on what they were saying. Smart really when you think about it. So go ahead and read it here. It doesn’t take too long and you’ll be happy you did.