Filip Broz Wataƙila babu wani talla da ya haifar da tashin hankali ba kawai a fagen tallace-tallace ba a matsayin wurin da ke gabatar da zuwan kwamfuta ta Macintosh a 1984. Fim ɗin Orwellian wanda shahararren darektan Ridley Scott ya harbe shi, kuma tallan da ke da kyan gani ya buƙaci watsa shirye-shirye guda ɗaya kawai a lokacin wasan. Wasan Super Bowl don zama sananne.
A bayyane yake cewa tallace-tallacen Apple sun samo asali da yawa tun lokacin, amma yana da kyau a ambaci cewa tun kafin wannan sanannen wurin, Apple ba ya yin mummunan aiki ko kadan a fagen talla. Tarihin tallace-tallace na Apple ya fi wadata kuma a zamanin yau yana da ban sha'awa sosai.
Koyaya, sanannen tallan Macintosh, wanda ke nuna babban ɗan'uwa wanda ke magana da mutane masu hankali a wurin, kama da littafin Orwell a cikin mintuna biyu na ƙiyayya, kusan bai tashi ba. Darakta na Apple a lokacin, John Sculley, bai ji daɗin labarin ba, yana tsammanin yana da tsattsauran ra'ayi kuma mai nisa. Duk da haka, Steve Jobs a ƙarshe ya tura ta hanyar talla lokacin da ya gamsar da dukan kwamitin gudanarwa cewa kamfanin yana buƙatar irin wannan talla.
A lokacin Ayyukan Ayyuka a Apple, an ƙirƙiri mafi kyawun kamfen mafi kyau da nasara, kodayake wanda ya kafa kamfanin ba shakka ba shine kawai mutum a bayansu ba. Hukumar talla Chiat/Day (daga baya TBWAChiatDay), wanda ya yi aiki tare da Apple sama da shekaru talatin, kuma yana da babban kaso a cikin manyan ayyuka.
Ana iya raba tarihin tallan Apple zuwa lokuta huɗu: lokacin zamanin Steve Jobs, lokacin rashi, bayan dawowar sa, da yau. Irin wannan rarrabuwa kawai yana nuna tasirin ayyukan ayyuka a kan gudanar da kamfanin gaba ɗaya, gami da tallace-tallace. Lokacin da John Sculley ko Gil Amelio ya karbi ragamar tafiyarsa bayan ya tashi tilas, ba su fito da wani salon talla ba, sai dai sun hau kan nasarorin da suka samu a baya.
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Farkon Apple
An kafa kamfanin California a ranar 1 ga Afrilu, 1976 kuma tallan farko akan Apple ya ga hasken rana bayan shekara guda. Ta gabatar da damar da kuma amfani da kwamfutar Apple II. A cikin tallace-tallace na farko, abubuwa da yawa sun bayyana waɗanda suka zama ainihin wuraren talla har a yau - takamaiman mutane, amfani mai amfani da kuma taken da ke ɗauke da saƙon bayyananne dalilin da yasa kowane mutum ke buƙatar kwamfuta daga Apple.
An bi wannan tallan a cikin 1981 gabaɗayan kamfen na Apple II wanda ke nuna halin TV Dick Cavett. A cikin kowane spots, ya nuna abin da za a iya yi tare da Apple II, abin da zai iya zama mai kyau ga, i.e. yadda za a rubuta da kuma yadda za a rubuta. gyara rubutu, yadda ake amfani da keyboard da makamantansu. Ko da wannan babban kamfen bai rasa wani abu da Apple har yanzu yana amfani da yawa a yau - amfani da sanannun mutane. Babban abin da ya fi dacewa shine kasuwancin Apple Lisa na 1983, inda ta sami ƙaramin aiki kuma wani matashi Kevin Costner ya gyara shi.
Duk da haka, Apple kuma ya yi aiki a kan jigogi, inda ya haɗa samfuransa ba kawai tare da shahararrun mutane ba, har ma da wasanni da sauran wuraren sha'awa, alal misali. An ƙirƙira tallace-tallace da kwando ko clarinet.
A cikin 1984 ya zo juyin talla da aka ambata wanda Riddley Scott ya gabatar. Tallan da ya kunshi manyan kasafin kudi, wanda kudinsa ya kai kusan dala miliyan daya, wanda ke nuna yadda aka yi tawaye ga mulkin kama-karya na duniyar Orwellian daga littafin novel 1984, mutane sun fassara shi a matsayin misali na tawaye ga babbar babbar kwamfutar IBM a lokacin, da dai sauransu. . Steve Jobs ya kwatanta talla da yaƙar Big Brother. Tallar ta kasance babbar nasara kuma ta sami kyaututtuka masu daraja sama da arba'in, gami da Cannes Grand Prix.
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Wannan tallace-tallacen ya biyo bayan wani jerin tallace-tallace a kan Macintosh, inda mutane suka hallaka cikin fushi da tashin hankali. bindiga wanda chainsaw kwamfutoci masu karye da maras amsa. Apple ya yi niyya ga masu amfani gabaɗayan takaici tare da kwamfutocin da ba su aiki ko amsa kamar yadda ya kamata. A cikin shekarun tamanin, maganganu na tunani da takamaiman labarai suma sun bayyana da yawa a cikin tallace-tallacen apple.
Talla ba tare da Ayyuka ba
A cikin 1985, Ayyuka sun bar Apple kuma tsohon shugaban Pepsi John Sculley ya karbi ragamar mulki. Tallace-tallacen da aka ƙirƙira a cikin shekaru tamanin da farkon XNUMXs ɗin gabaɗaya sun yi kama da juna kuma sun dogara da ra'ayoyin da aka bayyana a sama.
Tallace-tallacen da matashiyar ‘yar wasan kwaikwayo ya kamata a ambata Andrea Barberova a kan Apple II. Bayan tafiyar Ayyuka, kamfanin Californian ya ci gaba da yin fare akan tsohuwar Apple II baya ga sabbin kwamfutocin Lisa da Macintosh. Adadin tallace-tallacen da aka ƙirƙira don haka yana taka daidai don goyon bayan kwamfuta mai nasara, musamman ta Steve Wozniak. Kuma ba abin mamaki ba ne, tun da Apple II ya samar da babbar riba ga kamfanin shekaru da yawa. Gabaɗaya, an ƙirƙiri tabo sama da ɗari a cikin tamanin.
A farkon shekarun casa'in, an ƙirƙira tallace-tallacen musamman ga na farko PowerBooks, kwamfutoci Waƙa ko jerin tallace-tallace a kan Apple Newton. Ayyuka sun dawo ga Apple a 1996 kuma nan da nan ya kafa tsarin mulki. Daga cikin wasu abubuwa, Newton da bai yi nasara ba da sauran samfuran da yawa kamar Cyberdog ko OpenDoc suna ƙarewa.
Ka yi tunani daban
A cikin 1997, an ƙirƙiri wani muhimmin kamfen ɗin talla, wanda ba a taɓa rubuta shi ba a tarihin kamfanin. tare da taken "Tunani daban-daban". Apple, wanda Steve Jobs ya jagoranta, ya sake nuna yadda za ku iya gina tallace-tallace mai tasiri a kan muhimman mutane ba tare da babban abu ba, kamfanin da kansa, ya fada cikin su. Bugu da kari, taken "Tunani Daban-daban" ya bayyana ba kawai a kan fuska ba, har ma a kan manyan allunan talla da sauran wurare a wajen talabijin.
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Tasirin kamfen din ya yi yawa, kuma wani dan abin tono ne daga kamfanin Apple a katafaren kamfanin IBM, wanda ya fito da nasa kamfen na "TUNANI".
A karshen shekarun 1990, an sake kaddamar da wani sabon kamfen, karkashin jagorancin kwamfutocin iMac da iBook kala-kala. Sama da duka, wajibi ne a ambaci talla akan m iMacs, wanda aka ƙaddamar a ranar 7 ga Janairu, 1999 a Macworld na gargajiya a San Francisco. Anan, Apple ya nuna wani ingantaccen ra'ayi na tallace-tallacensa - haɗa samfuran tare da waƙa mai ban sha'awa ko bugun da ke gudana.
A karon farko, akwai kuma tallace-tallace na aikace-aikacen Apple, misali akan iMovie. Gabaɗaya, Apple ya samar da tallace-tallace 149 daidai a cikin XNUMXs.
Mulkin iPod
A 2001, Apple ya gabatar da almara iPod, kuma haka aka haife shi tallan farko na wannan dan wasan. Lura cewa babban hali, bayan sanya belun kunne, ya fara rawa, yana yin motsi wanda ya zama tushen nasarar yakin iPod na silhouette.
Duk da haka, ta bayyana kafin wannan jerin wuraren Canjawa, inda mutane daban-daban da kuma mutane suka bayyana dalilin da yasa suka yanke shawarar canza yanayin. Yana kuma bi sosai babban talla ga iMac tare da fitila, wanda aka yi fim a bayan mutum kamar sunflower a bayan hasken rana.
A shekara ta 2003, yakin iPod da iTunes da aka riga aka ambata ya zo, wanda mutane a cikin nau'i na silhouettes suna rawa tare da wasu waƙoƙin da aka buga. A kallo na farko, masu sauraro suna sha'awar farar belun kunne, wanda daga baya zai zama alama a kan titi kuma. Domin lissafin ya yi aiki: duk wanda ke sanye da fararen belun kunne yana da iPod mai dubban waƙoƙi a aljihunsa. Daga cikin shahararrun tallace-tallace a cikin wannan kamfen tabbas akwai nasara daga ƙungiyar Daft Punk "Fasaha".
Samu Mac
Kishiya tsakanin Apple da PC ta kasance koyaushe kuma tabbas koyaushe zata kasance. Apple ya kwatanta waɗannan ƙananan rikice-rikice da yaƙe-yaƙe a cikin yakin talla mai suna "Samu Mac" (Sami Mac). Hukumar TBWAMedia Arts Lab ce ta ƙirƙira ta kuma ta sami lambobin yabo da yawa a gare ta a cikin 2007.
"Samu Mac" ƙarshe ya haifar da dozin shirye-shiryen bidiyo da yawa waɗanda koyaushe suna bin tsari iri ɗaya. A wani farar fare ne wasu mutane biyu suka tsaya suna fuskantar juna, daya matashi sanye da kayan yau da kullun, dayan kuma babba sanye da kwat. Justin Long a cikin rawar tsohon ko da yaushe gabatar da kansa a matsayin Mac ("Hello, Ni Mac ne") da John Hodgman a cikin rawar bakan gizo kamar PC ("Kuma Ni PC ne"). Wani ɗan gajeren skit ya biyo baya, inda PC ɗin ya gabatar da yadda yake samun matsala da wasu ayyuka, kuma Mac ɗin ya nuna masa sauƙi.
Skits na ban dariya, yawanci suna magance matsalolin kwamfuta na banal, an karɓi su da kyau kuma sun ba da gudummawa ga ƙarin sha'awar Macs kamar haka.
IPhone ya zo a wurin
A cikin 2007, Steve Jobs ya gabatar da iPhone, don haka an ƙaddamar da sabon raƙuman talla. Brown tallan farko Ta fi jin dadi lokacin da ’yan fim suka yanke shahararrun fina-finan zuwa rabin minti, inda jaruman suka dauko mai karba suna cewa “Sannu”. An fara tallan a lokacin 2007 Academy Awards.
Ƙarin tallace-tallace na iPhone, MacBook da iMac suna biye da su. A cikin 2009, alal misali, mai tunani tabo akan iPhone 3GS, Inda wani barawo ke duba wani sabon tsari da ake tsaro sosai kuma wani ma'aikacin Apple ya kusan kama shi a cikin lamarin.
Tallace-tallacen Apple galibi suna nuna wasu ƙa'idodi na ƙaramin labarai da kuma motsin rai da ban dariya. Kamfen ɗin ku Beatles, alal misali, sun samu Lokacin da ya buga iTunes a 2010. A cikin wannan shekarar, Apple ya gabatar da iPhone 4 da iPad na ƙarni na farko.
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Ɗaya daga cikin mafi nasara shine tallan Kirsimeti don iPhone 4 da fasalin FaceTime, lokacin da kuke baba taka Santa Claus kuma yayi magana da dansa ta hanyar bidiyo. Ita ma ta yi nasara tallan iPad na farko, wanda ke nuna abin da za a iya yi da shi da kuma yadda za a yi amfani da shi.
Bayan shekara guda, iPhone 4S ya zo kuma tare da shi mataimakin muryar Siri, wanda Apple ke ci gaba da haɓakawa tun lokacin. Sau da yawa yakan yi amfani da sanannun mutane don wannan, ko dai taurari ne ko ’yan wasa. A cikin ku a cikin 2012 buga, misali, da shahararren darektan Martin Scorsese.
A cikin wannan shekarar, Apple a wani wuri ya nuna, Kamar yadda ya ƙirƙiri sabon EarPods don iPhones waɗanda suka dace da kowane kunne. Duk da haka, ya kama suka don yaƙin neman zaɓen da bai yi nasara ba tare da Geniuses, ƙwararrun masu fasaha a cikin Stores na Apple, wanda kamfanin ya ƙare ba da daɗewa ba.
A ƙarshen 2013, duk da haka, Apple ya sake ƙirƙirar tallace-tallace, wanda ya yi tasiri sosai a cikin kamfanin. Karamin labarin Kirsimeti game da wani yaro "wanda ba a fahimta ba" wanda ya ƙare ya ba iyalinsa mamaki da bidiyo mai ban sha'awa, har ma lashe Emmy Award a cikin nau'in " tallace-tallace na musamman ".
Gabaɗaya, a cikin 'yan shekarun nan an yi kamfen ɗin talla na kowane nau'in samfuran Apple, waɗanda koyaushe suna amfani da wasu dabarun da aka ambata a sama. A al'adance a Cupertino, suna yin fare akan aiki mai sauƙi wanda ke nuna abubuwan da ake buƙata, da kuma kan sanannun mutane waɗanda zasu taimaka yada wayewa ga kowane ɓangarorin al'umma.
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Amma ba duka akan shahararru da yan wasa bane. Sau da yawa, Apple kuma yana aron labarun talakawa, inda suke nuna yadda kayan apple ke taimaka musu a cikin ayyukansu na yau da kullun, ko taɓa tunaninsu. Haka kuma, a shekarun baya-bayan nan, ya kara jan hankalinsa kan kokarin da yake yi a fannin kiwon lafiya, da muhalli, sannan ya ba da labaran nakasassu da dama.
Za mu iya tsammanin irin wannan ƙarin mayar da hankali ga jin kai a nan gaba, ba kawai a cikin tallace-tallace ba, amma a cikin ayyukan giant na California, wanda ke ci gaba da fadada ikonsa. Za mu iya kawai hasashe ko zai iya fito da wani gagarumin yaƙin neman zaɓe kamar "Think Daban" ko Orwellian "1984" alal misali, amma a fili yake cewa Apple da aka indelibly rubuta a cikin marketing litattafan da dama ayyuka.
