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From the jarring dystopian vibes of “1984” to the frenetic dance moves of “Silhouettes,” Apple’s ad campaigns became famous for their unmatched sense of style. Every creative marketer, including many who work for the brand now, envied Apple’s ability to sell feelings of individualism and expression instead of just selling products.
But something changed in 2014. That’s the year Apple launched “Shot on iPhone,” a campaign rooted in a minimalistic approach to one of advertising’s oldest—and often maligned—approaches: the product demonstration.
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