14 DAY TRIAL // In the past year, Apple has killed off a number of deals and promotions, most recently refusing to promote its products as Valentine’s gifts. The current state of affairs at store.apple.com remains the “Start something new” campaign.
In the past decade, Apple adorned its online store with romance-themed advertising for its products every time February 14 was around the corner. This time around, Apple no longer promotes its iDevices as gifts, and has simply left the new “Start something new” campaign as the welcome screen to the online venue.
Apple.com also fails to acknowledge the love-centric event in any way. One reason for this might be the upcoming Apple Watch. Apple needs all the web real estate it can get to keep visitors bumping into the marketing pages set up for the wearable in order to maintain hype.
Another reason is the recent launch of its creativity-inspired campaign - Start something new. Even the retail stores have been redecorated to feature the works of dozens of artists using Macs, iPads and even iPhones. Apparently, keeping this advertising effort alive is far more important than romantic vibes.
It’s also worth noting that Apple has never used Valentine’s Day to offer discounts or any kind of special offers, so there has never been much of an incentive to choose Apple over other vendors if money was an issue. Plus, you can get a gift-wrapped Apple-anything any day of the week.
