Within Apple’s headquarters in Cupertino, California, you’ll find a company with a loathing mistrust of modern advertising. Earlier this year, CEO Tim Cook said of companies such as Google, Facebook, and Twitter, “They’re gobbling up everything they can learn about you and trying to monetize it. We think that’s wrong. And it’s not the kind of company that Apple wants to be.”
Turns out that all those billboards Apple uses on California’s Route 101 aren’t just there to sell you phones, tablets and watches. They’re also a very public confession of Apple’s preference for advertising’s future: Madison Avenue production and not much in the way of targeting.
Apple’s dislike of advertising’s modern techniques isn’t unique, but it implies a rejection of the belief that’s at the core of the companies driving the mobile/digital revolution in marketing. That thesis looks like this:
Gathering more consumer data will result in information that helps advertisers better understand their customers.
In return for consumers sharing that information, consumers’ advertising experience should improve as they’re served ads that are informed by the insights advertisers glean from this data.
This in turn will ensure that future providers of “free” digital content – which covers nearly every network, newspaper and magazine ever to exist – will have the opportunity to successfully monetize that content via advertising.