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Adobe: Be blunt

May 14, 2010

From Tech Crunch:

Adobe, no one seems to want to say this to you, but I will. Stop it, you’re embarrassing yourself.

You’ve just spent God-knows how much money on an ad buy that blankets much of the technology press (including this site). It’s a strange passive-aggressive message that just makes Jobs’ aggressive-aggressive post from a few weeks ago seem even more forceful. And it’s transparent. But worst of all, it won’t work. You must know this.

On the face of it, the ad is an attempt to convince people that you’re the good guys in this fight. “We Love Apple” — the problem is, you don’t love Apple. Why on Earth would you? They’re completely screwing you right now. Everyone knows that. You’d have to be crazy to love Apple right now.

So what you’re really trying to say with this ad is “We love choice, and if you love choice too, put pressure on Apple.” The problem with that is, it won’t work. As they’ve made it abundantly clear over the years, Apple doesn’t listen to any outside input. Hell, they don’t even have focus groups. They do things their way. We’ve seen this recently with the App Store. Thousands of blog posts (including plenty here) condemned Apple for being too closed, and in some cases hypocritical. Did they open the store up? No. They just perfected their closed system.

The only way your ads can have any impact is if they convince people to stop buying Apple products. But that won’t happen either. The side-effect of making quality products is that people want them. They want them even in some cases if they don’t like you, or agree with certain actions. And the fact of the matter is that despite these ads, most people won’t have any idea what all of this is about — nor would they care if they did. They’ll just buy what they consider to be a quality product.

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