The first iPhone 5s print ad appears in The New Yorker this week, using big imagery to showcase the new Touch ID fingerprint scanner. It’s also hard not to ignore how they’ve focused heavily on the gold iPhone 5s.
The copy for the new ad reads:
Your finger is the password.
Touch ID was created not only to protect all the important and personal information on your phone, but to be so easy to use, you’ll actually use it. Its state-of-the-art technology learns your unique fingerprint, so you can unlock your phone or even authorize purchases with just a simple touch.
Touch ID. Only on iPhone 5s.
When you open up your favorite magazine this week (that is if you are still a believer in print), there’s a good chance you’ll see this ad. It’s not as if Apple needs to push the iPhone 5s. Any potential customers from these ads will likely find themselves disappointed at the prospect of having to wait 2-3 weeks.
Clearly the gold iPhone 5s is front and center in the ad. We’ve seen similar focus on the gold model on Apple’s website. For a company that is so focused, how did they underestimate the initial demand for the gold iPhone 5s, where quantities were extremely limited?