Apple: the Tim Cook era stands apart in terms of communication

Tim Cook has brought some changes. Apple’s advertising clips no longer push a unique product: they now use celebrities to push their message.

Apple’s advertising has always been dark, pushing individual products often paired with a voice off. Today, Apple has decided to call on American actors to push the advantages of Siri on the iPhone 4S. We therefore find Samuel L Jackson and Zooey Deschanel in two exclusive ads showing in the United States.

The first puts Samuel L .Jackson in the kitchen demonstrating how Siri can assist. The actor asks his telephone where he can find the required ingredients to cook with, including both unusual ingredients and those that are not so easy to find like bio mushrooms.

As for Zooey, the actress from New Girl, she is also quite demanding on Siri. The young lady wants tomato soup for dinner and asks Siri where there is a restaurant that serves this plate. Siri isn’t just an expert looking up the yellow pages, but also managing user’s plans and schedules.

Siri is therefore an assistant to everyone, under a lot of different scenarios, who can be useful to users in all situations. This is at least the message being passed by Apple. Tim Cook has changed his communication methods by calling on guests to push their products.