Apple’s marketing is stale. Here’s how I’d fix it.

Apple has become boring.
There, I said it.

Yes, they’re still the world’s most valuable brand. Yes, the ads are sleek, the billboards are clean, the launches trend on Twitter.

But here’s the problem: they’re running the same playbook they’ve been running since 2007.
Minimalist ads. Slow pans of hardware. Celebrities smiling with iPhones.

Meanwhile—culture has shifted. Attention has shifted.
And Apple’s marketing hasn’t.

If I ran marketing for Apple, here’s what I’d do differently:

1. Kill the corporate keynote

Tim Cook reading from a teleprompter? The same applause breaks? It feels like a museum exhibit.
Instead → let the products launch through creators. Imagine 50 top creators across design, film, gaming, music all revealing Apple’s products in their natural workflow. Authentic > staged applause.

2. Stop obsessing over perfection

Apple’s ads feel… untouchable. Too polished. Too sterile.
The irony? The iPhone is the most human device on earth. If I ran marketing, I’d lean into imperfection—raw, creator-driven, meme-driven content. Apple should be driving culture, not just selling hardware.

3. Turn “Shot on iPhone” into an empire

Right now it’s just a pretty ad campaign. Missed opportunity.
I’d turn it into a global platform: competitions, film festivals, creator residencies. Apple should own the pipeline of the world’s next Scorsese, Billie Eilish, or Virgil Abloh.

4. Pick a fight

Apple plays it too safe. Safe is forgettable.
If I ran marketing, I’d position Apple against something bigger than Samsung or Android. Maybe it’s AI overload. Maybe it’s “anti-creativity” corporate culture.
But Apple needs an enemy—because great brands are defined by what they stand against.

The punchline:
Apple doesn’t need better products. They need sharper marketing.

Because right now, they’re coasting on legacy.
And in a world that moves at creator-speed, legacy doesn’t keep you relevant.

👉 If this made you think differently, share this newsletter with someone who still thinks Apple can do no wrong. FYI, i’m an Apple user and fan. Just shooting the sh*t!