Jody Serrano
Editor in chiefEditor in Chief at Xataka On. Before joining Webedia, I was a tech reporter at Gizmodo and The Messenger. While I've covered all sorts of things related to technology, I'm specialized in writing about social media, Internet culture, Twitch, and streamers.
When it comes to back-to-school, there’s no question: Apple wants parents to buy their kids Macs. In fact, the company thought it might even lend students a hand, launching an ad campaign that provides them with a list of arguments that might work in their favor.
Sounds like a good idea, right? Apple certainly thought so, at least at first. Days later, the company appears to be sweeping everything under the rug, almost as if it were saying, “nothing to see here.”
The Parent Presentation. That’s what Apple called its ad campaign, which coincides with its annual back-to-school discounts. It consisted of a literal presentation — available in PowerPoint, Keynote, and Google Slides — titled “Why I Need a Mac for College.” The company featured the 81-slide presentation on the “Education” section of its website.
“You're probably here because you need help convincing your parents to get you a Mac for college,” the presentation’s first slide reads. “Don't worry, you're not alone. Many parents haven’t yet realized the value of Mac.”
A screenshot of Apple's Parent Presentation.
Not a joke. Though it may seem like a joke, the presentation is very real. It argues that while a Mac might be expensive, it’s “reliable and durable,” “designed to last through college and beyond,” and “will help enhance both my academic and professional growth.”
In addition, the presentation is also customizable. Apple highlights the places where students should personalize the slideshow with their own information, such as their university, major, or a “fun anecdote about your academic journey.”
The YouTube ad. Between downloading an 81-slide presentation and watching a video, it’s clear what your average college student might choose.
As such, the Parent Presentation came with its own YouTube ad, or rather, “tutorial.” It featured comedian Martin Herlihy delivering a roughly 7-minute breakdown of how to customize the Parent Presentation.
The removal. Reception to Apple’s Parent Presentation campaign appeared mixed on social media. Some people thought it was kind of funny, while others said it was “cringe.”
In recent days, Apple has made the YouTube ad private and placed the Parent Presentation at the bottom of its “Education” page. It can still be downloaded, but boy, do you have to scroll.
The company didn’t provide any reason for removing the video. Furthermore, there’s no indication on whether, or if, it might become available again.
Apple’s ad-removing habit. As noted by The Verge, this is the fourth time in about a year that Apple’s pulled its own ads.
Last year, Apple famously apologized and removed its “Crush!” commercial, an ad where a hydraulic press crushed instruments, paint cans, a typewriter, and more — squishing them until they became its new iPad Pro. The ad faced huge public backlash, with many saying that it seemed Apple was cheering for the destruction of art.
More recently, Apple pulled an ad featuring Bella Ramsey, one of the stars of The Last of Us, which showed Siri using AI capabilities that have yet to reach Apple phones.
Image | Wesson Wang
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