It's intriguing to see how one small phrase in a document can alter the tone and final perception of the document in profound ways. Apple recently released a print ad meant to showcase their "green energy" and "environmental friendly" policies and business practices; however, because of the main phrase they began the ad with, the media has done nothing but focus on the fact that it takes a veiled jab at Samsung.
As you can see from the pic above, the first line of the ad says, “There are some ideas we want every company to copy.” Obviously this is an indirect attack at Samsung since the two companies have been locked in a legal war regarding ideas and patents that Samsung copied (some would argue allegedly) from Apple. The rest of the ad is innocuous enough, and basically is just Apple sharing how they are committed to improving the environment and they wished other companies would follow their lead. Here's a quote with the rest of the ad,
To be honest, we can't blame Apple for using attack ads aimed at Samsung. Samsung did a remarkable job attacking the iPhone with their own attack ads throughout last year. Still, we can't help but wonder if this was a poorly chosen reason/method on Apple's part. Instead of focusing on the merits of their "environmentally friendly" achievements, they have basically turned the attention away from what they have done and end up sounding overly smug about it. What do you think?There’s one area where we actually encourage others to imitate us. Because when everyone makes the environment a priority, we all benefit. We’d be more than happy to see every data centre fueled by 100% renewable energy sources. And we eagerly await the day when every product is made without the harmful toxins we have removed from ours.
Of course we know we can continue to do better. We’ve set some pretty ambitious goals for reducing our impact on climate change, making our products with greener materials and conserving our planet’s limited resources. So the next time we come across a great idea that can help leave the world better than we found it, we look forward to sharing it.