Apple to Strike Back at Verizon with Ads Touting iPhone Features

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Apple is going to launch new iPhone ads Monday night that strike back at Verizon's "There a Map for That" ads by showing off something you can't do with a smartphone on Verizon's network, specifically maintain an Internet connection with an app while talking on the phone. According to BusinessWeek, the ads will begin appearing tonight on House, How I Met Your Mother, Dancing with the Stars, The Daily Show, and more shows spanning the major U.S. networks.

The ads appear to be a response to Verizon's ads attacking AT&T's 3G network for its smaller coverage area in the U.S. While Verizon's 3G network is substantially larger than AT&T's, it's based on an older 3G technology (CDMA) that is slower than AT&T's and doesn't support some features like simultaneous voice and data.

AT&T's newer (but still not the latest generation of wireless platforms) network is based on GSM, which does allow simultaneous voice and data, as well as features like the iPhone's Visual Voicemail.

The ad below shows an iPhone owner being asked a question over a phone call while looking up the various answers on different iPhone apps, "All without ever leaving the call." The ad closes with the tagline, "Can your phone and your network do that?"

The ads will be Apple's first major response to Verizon's "There's a Map For That" campaign. AT&T's response has been to sue Verizon to force the ads off the air, a suit the company lost last week.

 

Apple iPhone Ad - What Time's The Movie? from Arik Hesseldahl on Vimeo.

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Comments

Ashley Grayson

Great job Apple. Real marketing. I hope AT&T appreciates the rescue. <g>

Bryan Chaffin

I agree, Ashley, this is better than trying to sue the problem away, but I wonder if the message is strong and clear enough to be understood by people not already interested in the subtleties.

It’s definitely not as hit-you-over-the-head as Verizon’s map comparison, though it is more…honest?

Brian

Sure, a Verizon phone can do that.  It just needs to be in a WiFi hotspot—something that is far more plentiful than AT&T’s pitiful 3G coverage. smile

Fairly

Sure, a Verizon phone can do that.? It just needs to be in a WiFi hotspot?something that is far more plentiful than AT&T?s pitiful 3G coverage.

Features don’t matter much if you can’t connect with a 3G that isn’t there.

Bosco (Brad Hutchings)

A funny thing. Jillian (Barberie) Reynolds (you might know her from NFL broadcasts a few years ago or Nutrisystem commercials) does the very popular Good Day LA morning show on Fox 11 in LA. She has an iPhone and is always Twittering during the show. A few times last week, she mentioned how cool it was that the iPhone had that retro-Christmas special ad. She was mistakenly referring to the Verizon “Island of Misfit Toys” commercial featuring a KIRF’d iPhone. She is Jillian Reynolds and not Albert Einstein, but I bet most people who aren’t paying attention don’t know either way.

Maybe Apple could show how on the AT&T network, when you get a call waiting, it beeps on both sides of the call so you have to look at your phone to see if it’s yours. Works great while you’re driving!

Modena

If you’re on AT&T with your iPhone, you have access to over 75,000 AT&T hotspots, not to mention all the other open wi-fi networks.

I haven’t seen a whole lot of Verizon wi-fi hot spots.

memphoid

This is all pretty meaningless.  3G, 4G…just marketing terms, not specific technologies, intended to influence the naive sheeple.  If Verizon had the kind of data traffic AT&T has because of the iPhone, their network would be brought to its knees.

daemon

Can’t do simultaneous voice and data while on EDGE, GRPS, or GSM, which accounts for 4/5 of the area that AT&T covers.

Scott Hunter

@daemon: I have done voice and data simultaneously on EDGE.

Kirk

Can?t do simultaneous voice and data while on EDGE, GRPS, or GSM, which accounts for 4/5 of the area that AT&T covers.

Wrong.  Simultaneous voice and data works fine on 3G or Edge.

daemon

Scott Hunter and Kirk apparently are completely unaware that simultaneous voice and data is a feature of UMTS and is not part of EDGE, GRPS, or GSM.

Poor fools.

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