iDon’t – Google Android Ad Takes Aim At Apple

In case you haven’t seen it, Google has created a pretty clever ad aimed at Apple’s iPhone:

The ad highlights all of the chief complaints people have with Apple’s iPhone.  In my mind, this is the first pretty decent advertising response to Apple in recent years.  Microsoft, with their “I’m a PC” campaign, hasn’t really found their feet against Apple.  And the Mac verses PC ads just continue to get better.  And while advertising for the iPhone isn’t nearly as clever or funny, it didn’t have to be because the iPhone hasn’t really had any competitors.  But with Android’s sun finally rising I was pleased to see someone getting scrappy with Apple.  They play dirty (despite their clean white design image).  So I wanted to take a look at the ‘Droid complaints one by one and weigh in:

iDon’t Have a Keyboard -1

Not a very strong criticism in my mind.  One of the things that made the iPhone so revolutionary was the total freedom of that touch space being defined differently at any given moment for any particular purpose.  Sure, I’ve used both an iPhone and a hardware button keypad and prefer the real buttons, some do, some don’t, but in the big picture, the loss of buttons is quite small in comparison to the gains that the iPhone touch screen garners. -1 for Android.

iDon’t Run Simultaneous Apps +1

I’m on board with this complaint.  Why not?  It is so 1985 to only run one app at a time.  Isn’t this one of the ways Apple revolutionized desktop computing?  +1 for Android.

iDon’t Take 5 Megapixel Pictures +1

Spot on.  Why in the world wouldn’t Apple just drop in a higher resolution camera?  And with 8-16 gigabytes of space it just seems ridiculous.  +1 for Android.

iDon’t Customize -1

Well, that depends on whose perspective you are addressing.  I think this is a weak one because the consumers who are viewing this ad “know” that they can customize their iPhone.  They can turn it into a guitar tuner, a game system, or virtually anything they want with the right apps.  Now, yes, developers and manufacturers cannot customize it the way that they are doing and will be doing with Android, but I’d argue that they are not the target audience for this ad in the first place. -1 for Android.

iDon’t Run Widgets 0

This one falls somewhere in between.  Like I said above, I don’t believe the target audience really will differentiate between a widget and an app on their phone. 0 for Android.

iDon’t Allow Open Development 0

This falls somewhere in between as well.  Lack of open development has thus far been a strength.  Will that model continue to flourish in the face of Android?  I don’t think so.  But has it led to a consistent user friendly experience that has fueled the iPhone’s popularity?  Probably. 0 for Android.

iDon’t Take Pictures in the Dark +1

I understand the design challenges and limits of embedding a flash in a phone, but Apple is great at solving software and hardware design challenges, why not just drop a flash in there.  My Nokia N95 has one and I’d count it as one of the more useful features, stupidly simple, but useful. +1 for Android.

iDon’t Have Interchangeable Batteries +2

They saved the best for last.  I cannot for the life of me figure out why Apple didn’t design the iPhone with a removable battery.  Well, scratch that, I can figure it out if I cast Apple as a money hungry beast, intent on racking up profits, forcing upgrades and driving people into their Apple stores…but hey, that’s capitalism right?  Why don’t we have fully electric cars?  Because motor companies can’t make as much money on costly engine parts.  Why don’t we have light bulbs that burn for 10 years?  Because it’s more profitable to have bulbs burn out every 6 months.  Anyhow, this no interchangeable battery thing with iPhones is crazy to me.  Don’t tell me it’s because Apple doesn’t want to sully their beautiful design, they manage to have beautifully designed laptops with interchangeable batteries.  The iPhone could have easily had a little aluminum plate that slid off to allow access to a battery that wouldn’t compromise their design one bit.  +2 for Android

Grand Total

Grand total: +3 points.  Maybe I should award a point for nailing the music.  They could have dialed back the mockery in the lead vocal’s voice a bit and still  made the same statement.  But all in all they totally captured the essence of Apple’s musical choices in their commercials.  So, ok, +4 for Google Android’s iDon’t commercial.

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