Apple's great age-neutral ad for the iPhone

Thanks to the Boomer Project for talking about the article by Anne Mai Bertelsen who wrote a first rate blog about the new Apple ad.

To the best of my knowledge this ad has not hit the UK TV networks.

I think the ad is a great example of age-neutral advertising. So natural, so benefit orientated – just so good – just like the product. As the writer says...

There is an absence of “senior" copy: The scripts never allude to age; there are no direct references to "now that we're of a certain age," common in so many advertisements targeting Boomers. Instead, Apple focuses on communicating the rational benefits of owning and using its products -- albeit highlighting Boomers' desire for technology that helps simplify and mange their lives. For example, a Mac is virus-free and easy to use, right out of the box. An iPhone lets you connect easily with what's important in your life -- your family.

I don’t know if these stats are correct but Ms Bertelsen says that Boomers represent a third of iPhone users, half of Mac users and the leading group that pays $99/year for one-on-one training in Apple's 284 store locations.

Seems to me that the 50-plus are a pretty important group of consumers for the guys at Apple. Dick Stroud