Lesson of Apple: get U2 for Backup

Apple demonstrates consistency in approach to marketing the new iPhone 6 and the much anticipated iWatch. Advertising features the iconic white background. Also, Apple went “rock-star” by adding U2 into the advertising campaign. According to the article, Apple paid U2 millions of dollars in exchange for being able to download the band's newest album to millions of iPhone-users for free. (Has anyone checked iTunes to see if they have the album? I have not, yet. But I hope I have it!). A new advertising campaign is nothing without controversy. One Apple add that appears to mimic a video by rock back OK Go courts controversy in the tech world. Controversy not withstanding, Apple's consistent advertising attracts detractors. For example, there is an attack ad from Samsung chiding Apple. I wonder if the Samsung attack ad might also be, in a weird way, part of the consistent Apple-theme. The two brands are often mentioned together. Yet, only one has U2 for backup. I originally wrote this blog post for the CMGT 541 discussion board at University of Southern California.