“Don’t fix what isn’t broken” is not a phrase often associated with advertising. Businesses are constantly striving to think of new, innovative ways to sell products even if older methods were successful. Apple is an exception to this, stirring a debate over their tactic to adhere to similar ad campaigns for years.

With the release of the iPhone 5, Apple advertisers created “new” commercials to show off the product’s capabilities. But instead of coming up with a completely new marketing strategy, Apple stuck to what they know: the product-demo method— just like they did in 2007 with the launch of the first iPhone.


This is not to say the advertisements have not been updated in five years. The newest additions include a different voiceover that has more humor than earlier ads. The commercials are also cleaner and crisper. The basic structure, however, has stayed the same.

Apple’s advertising obviously works, but the iPhone 5’s early sales numbers are lower than expected. While the ads may not be the only thing behind the low sales numbers, Apple is promoting a phone that is completely redesigned and much improved yet their advertisements reflect neither. While some see this as a huge flaw, others like a consistency that they see reflecting the reliability of their company.

So what do you think? Should Apple and other businesses stick to advertising that works or take a risk in creating new ones? Let us know in the comments below!