In 2024, Apple released a commercial that showed a hydraulic press crushing musical instruments, cameras, and paint. The message was that the new iPad Pro could replace every one of those tools. The ad drew widespread criticism, and Apple apologized.
Fast forward to today, and Apple is taking a completely different approach to promote its October ‘Welcome Home’ event—it features a hand-embroidered rainbow logo.
Think about that for a moment.
One of the most technologically advanced companies on the planet, one that invests billions in the future of artificial intelligence, chose a needle and thread, and human craftsmanship, to capture our attention. This marketing master class shouldn’t be overlooked.
This Morning
The daily digest for entrepreneurs and business leaders
I’ve spent more than two decades in marketing, working with entrepreneurs, small businesses, and growing brands, and I’ve watched it evolve through every technological shift, from early digital advertising to social media to automation to AI. Through it all, one principle has stayed remarkably consistent. Technology changes how we communicate, but human connection ultimately decides whether anyone actually cares.
We’ve confused producing more content with better marketing
I love technology. I love automation. And I’m incredibly optimistic about what AI can do for entrepreneurs. Right now, multiple AI agents work for me, scanning and organizing my email and keeping me focused on what matters most. At my marketing agency, we’re always looking for ways to leverage technology to deliver better outcomes for our clients.
But I’ve also noticed something concerning. Business owners are becoming obsessed with how much content they can produce, or even how much we’re delivering in their monthly retainers. They assume we use AI for everything and that the sky is the limit. How many social media posts can AI generate? How many emails can we automate? How quickly can we turn an idea into a video?