Apple has launched a series of films in key markets in Asia and the Pacific to boost sales and promote its latest iPhone 15 model. Created by TBWAMedia Arts Lab, the films are part of a strategy to overcome declining sales worldwide in the face of a shrinking smartphone market.
Asia and the Pacific are regions where many significant smartphone markets, with high mobile phone penetration rates, are located. In Australia, where smartphone penetration is around 85%, Apple holds almost half (45%) of the market share, but Samsung is gaining ground with a 31% share. However, due to a 4% drop in iPhone sales last year, attributed to an overall 11% decline in mobile phone sales, according to estimates by Gartner published in the Australian Financial Review.
To increase awareness and engagement around the launch of the iPhone 15, TBWAMedia Arts Lab Sydney and production company Scoundrel have created a commercial featuring a famous Australian magpie. The ad, which debuted during the Australian Open semifinals over the weekend, showcases the iPhone’s ceramic shield screen, designed to protect against cracks.
The release of the films coincides with the Chinese New Year and the introduction of the model in the strategic markets of China and Vietnam. China, the world’s largest smartphone market, is a critical battleground for Apple. The company competes there with both Samsung and local brands such as Oppo, Vivo, Xiaomi, and Huawei. In order to increase brand engagement, Apple has created an annual film to celebrate the Chinese New Year, produced by TBWAMedia Arts Lab Shanghai. This is the seventh consecutive year that the brand has used the tagline “Shot on iPhone” to showcase the versatility of the phone beyond its standard functions. This year’s film, titled “Little Garlic,” tells the story of a young girl facing her own insecurities, with a timely message for China’s Generation Z about resilience in overcoming uncertainty and anxiety.
Directed by Marc Webb, written by acclaimed writer Pan Yiran, and featuring actress Fan Wei in the lead role, the film will be screened on television, digital media, and social platforms. Apple has also released its first Chinese film shot on iPhone in Vietnam as part of the Chinese New Year celebration called Tết. Created by TBWAMedia Arts Lab APAC (Singapore + Vietnam), the film is a collaboration with rising rapper and singer-dancer Tlinh for his new song “Don’t Make it Complicated.” The music video debuted over the weekend and has already garnered over 7 million views. It was directed by Vietnamese-American filmmaker Bảo Nguyễn, and it tells a story about finding the strength to overcome inner battles and embrace the Year of the Dragon.
Earlier this month, Apple received an Emmy award for Best Commercial for its “The Best” campaign, highlighting the accessibility features of its phones.
FAQ section addressing key topics and information presented in the article:
1. Why did Apple introduce films in key markets in Asia and the Pacific?
Apple launched a series of films in these regions to boost sales and promote its latest iPhone 15 model, as well as to overcome declining sales worldwide.
2. What are the key markets in Asia and the Pacific for smartphone sales?
Asia and the Pacific are regions with many significant smartphone markets, with high mobile phone penetration rates.
3. What are Apple and Samsung’s market shares in the Australian smartphone market?
In Australia, where smartphone penetration is around 85%, Apple holds almost half (45%) of the market share, but Samsung is catching up with a 31% share.
4. What was the impact of the decline in mobile phone sales on iPhone sales?
According to estimates by Gartner published in the Australian Financial Review, due to an 11% decline in mobile phone sales last year, iPhone sales dropped by around 4%.
5. What is the message of the advertisement promoting the iPhone 15?
The ad showcases the iPhone’s ceramic shield screen, designed to protect against cracks.
6. What are the main markets where the new iPhone model was introduced?
With the Chinese New Year, the iPhone 15 was launched in the Chinese and Vietnamese markets.
7. Which competitors does Apple face in the Chinese smartphone market?
In the Chinese smartphone market, Apple competes with both Samsung and local brands such as Oppo, Vivo, Xiaomi, and Huawei.
8. What is the theme of Apple’s annual film for the Chinese New Year?
This year’s film created by Apple tells the story of a young girl facing her own insecurities, with a timely message for China’s Generation Z about resilience in overcoming uncertainty and anxiety.
9. Which are the main platforms where the film will be shown?
The film will be screened on television, digital media, and social platforms.
10. What achievement did Apple receive earlier this month?
Apple received an Emmy award for Best Commercial for its “The Best” campaign promoting the accessibility features of its phones.
Definitions of a few important terms or jargon used in the article:
– Smartphone Penetration: The percentage of people who own smartphones among the total population.
– Advertising Campaign: A series of marketing activities aimed at promoting a specific product or brand.
– Premiere: The official introduction of a new product to the market.
– Entertainment: A form of amusement or content consumption, such as movies, music, etc., available through a phone.
– Versatility: The ability to provide diverse functions or applications.
Suggested related links to main pages (not subpages) in hyperlink format:
1. [Apple Homepage](https://www.apple.com/)
2. [Samsung Homepage](https://www.samsung.com/)
3. [Oppo Homepage](https://www.oppo.com/)
4. [Vivo Homepage](https://www.vivo.com/)
5. [Xiaomi Homepage](https://www.mi.com/)
6. [Huawei Homepage](https://www.huawei.com/)
7. [TBWAMedia Arts Lab Homepage](https://www.tbwamediaarts.com/)
8. [Gartner Homepage](https://www.gartner.com/)
9. [Australian Financial Review Homepage](https://www.afr.com/)
The source of the article is from the blog macnifico.pt