Apple reportedly released three new advertisements Thursday indirectly calling out other smartphone operating systems, like Google’s Android.
The new videos are part of a larger initiative from the tech conglomerate called “Life is easier on iPhone” campaign, reports 9to5Mac, a blog primarily focused on Apple-related news. The campaign aims to have people convert from being an Android user to an iPhone customer.
As evidenced by the marketing content, Apple not only tries to trumpet how easy it is to transfer from one service provider to another, but also the purportedly superior security and fluidity of its phones’ operations.
The most recent advertisements are reminiscent of other Apple promotional videos in the past, specifically the ones with actor Justin Long, in which Apple tries to personify and portray its computer product as more reliable and less awkward.
When the campaign was officially launched earlier this month, the company updated its “apple.com/switch” sub-site, according to 9to5Mac. While the ads do not bluntly address Google, this section of the company’s website directly references its competitor and its operating system.
“Will it be easy to switch to iPhone?” the website asks. “Yes, it will. There’s no need to save your stuff elsewhere before switching from Android. Just download the ‘Move to iOS’ app from the Google Play Store and it securely transfers your content for you.”
Apple apparently thinks that maximizing its market share by shepherding current Android users to its own services is one of the best ways to increase its profits. (RELATED: Potentially Leaked iPhone 8 Images Appear To Show Touch Sensor On Back Of Device)
How easily Apple will be able to snag consumers from its competition may prove to be a difficult task.
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