Apple. iPhone X. And a question about "Target Audience".

Who is the target audience for the latest round of iPhone X ads?

The production values on Apple's latest iPhone X ads are top-notch! (Apple's production quality is never going to be in doubt.) However, iPhone X is the most expensive mass-market phone available today. With a price tag of $1000+ I am wondering why Apple is making ads targeted at such a young audience.

Who is the Target Audience?

Clearly the "Unlock" ad is aimed at high schoolers, and it makes good sense if high school students drive demand for this expensive product.

However, does appealing to this age really drive overall market demand for the iPhone X?

Does teenager-appeal translate to adult purchases for the iPhone X?

The power of your face

The messaging in these ads is clear: Your face is powerful. Your face can unlock phones and make purchases. Lockers, doors, chains reveal the power of what your face can unlock. And clothes, shoes, accessories (and even a chair) demonstrate how easy it is to make purchases with your face and the iPhone X.

But the question remains: are the ads "right"?

Apple is appealing to students with these ads, but students, most likely, do not have the disposable income necessary to make this level of purchase. Instead, they will need to convince their parents that this is the phone they can't live without.

Meanwhile, do these ads sway the adults that do have this level of purchasing power?

Time will tell.

What's The Difference?

Apple also recently released an ad called "Homework" that I think is amazing!

"Homework" shares similarities with the iPhone X commercials:

  • All three ads feature a younger talent pool
  • All three ads highlight technology

However, what makes the "Homework" ad successful, in my opinion, is Apple's appeal to both the student and the parents (who will need to make the purchase). 

Show what the product enables me to do.

When parents see what students can do with the newest iPad they will be in awe! However, the question remains: will opening lockers, doors and chains, and making purchases at lightning speed, all by the power of your child's face, compel parents to pay these prices for the technology?

What are your thoughts?

Are these the "right" ads for these audiences?


Everett BowesComment