Apple's PESO Framework: A Critical Analysis with Recent Marketing Examples (“Crush”)
Apple, playing the leading role in the tech industry innovation, has consistently developed its advantages under the Paid, Earned, Shared, and Owned (PESO) media framework. However, recent brand campaigns, such as the controversial “Crush” iPad Pro advertisement, have sparked debates on Apple’s brand values. This negative marketing case revealed the complexities of the PESO model. This essay will explore Apple’s use of the PESO framework with specific examples and critically assess the potential pitfalls and space for improvement.
Apple’s foray into paid media is most evident during the process of product launching when it invests a lot in high-impact and visually attracting advertising. One such example from the 2023 Christmas season was Apple’s outdoor advertising campaign featuring giant versions of Apple’s iconic shopping bags. It was a strategic move that played to the strengths of outdoor advertising: visibility, impact, and the element of surprise. It was a reminder that sometimes, the most effective advertising doesn't need to be complex; it just needs to be memorable and resonate with the audience's emotions and the spirit of Christmas. However, while this campaign was well-received, it also serves as a reminder that the effectiveness of paid media is heavily dependent on context and audience reception. The “Crush” ad, in contrast, was a mistake that showed how a campaign can backfire if it misaligns with the brand's values or offends public sensibilities.
Earned media means that a brand has begun to be discussed and paid attention to by the third parties, truly gaining the attention that can amplify its voice. Apple usually earns media after its annual “Apple Events”, as seen in the positive coverage following the introduction of iPhone 16. However, the “Crush” ad backfired, generating negative buzz that Apple's marketing vice president had to publicly address. This episode illustrates the precarious nature of earned media—it can amplify a brand's value or turn against it with equal effect.
Shared media, or user-generated content, allows brands to engage with their audience in a more interactive way. Apple’s annual “Shot on iPhone” challenge encourages users to submit their best photos taken with iPhones. This user-generated content not only showcases the camera's capabilities but also creates a community of iPhone photographers. Apple’s engagement on social media platforms further amplifies user content, creating a feedback loop that reinforces brand loyalty and encourages user’s organic sharing and engagement. However, the “Crush” ad sparked a counter-narrative with users creating content that subverted the ad's original message, like the reverse version that resurrected the crushed items. It highlights the democratic power of shared media and the potential for user-generated content to challenge or support a brand's narrative.
Apple’s owned media includes all the channels over which it has complete control, such as its website, accounts of social media platforms, retail stores, and events like the WWDC. These channels serve as the backbone of Apple’s media strategy, allowing the brand to communicate directly with audience without intermediaries. The Apple website is not just an e-commerce platform but also a place for brand storytelling, product information, and customer support. The Chinese New Year short videos, such as the 2018 “Three Minutes” (三分钟) and 2024 “Little Garlic” (小蒜头), are culturally tailored stories filmed with the latest iPhone. While these have been well-received, a noted decline in creative freshness has been shown, suggesting that owned media must evolve to sustain engagement. These films are Apple’s way of resonating with cultural moments but they must remain authentic and innovative to make effective interactions with its audience.
All in all, while Apple’s use of the PESO framework has been apparently successful, there are potential space for optimizing worth considering. In the realm of paid media, it's crucial to align high-visibility campaigns with brand values and cultural sensitivities. Earned media’s two-sided nature requires brands to be cautious and responsive to public sentiment. Shared media’s democratic nature means brands must be prepared for and open to user-generated discourse. And owned media must continuously innovate to remain engaging and culturally relevant. The “Crush” ad controversy offers valuable lessons for Apple, and it can consider the following suggestions to avoid similar public relations crisis afterwards：
1.Conduct comprehensive cultural and ethical assessments before carrying out high-visibility marketing campaigns.
2.Be prepared to manage the diverse narratives that can emerge from shared media and the users’ feedback from owned media.
3.Maintain a high level of innovation and cultural relevance in owned media to sustain audience’s interest.
