Apple’s advertising style remains rooted in Steve Jobs’ clear directive: keep it simple. His insistence on stripped-down, impactful messaging still drives Apple’s campaigns. The award-winning Shot on iPhone ads reflect this principle, blending Apple’s in-house team with its dedicated agency, TBWA\Media Arts Lab (MAL).
MAL traces its roots to Chiat/Day, the firm behind the iconic 1984 Macintosh ad. Jobs relied heavily on Chiat/Day’s Lee Clow to ensure clarity and creativity. Today, that same focus continues to guide Apple’s marketing approach.
MAL’s Role in iPhone Launches
MAL was formed as Apple prepared to launch the first iPhone, a global rollout that demanded flawless execution. “It had to be flawless,” said Brent Anderson, MAL’s global chief creative officer. Jobs agreed but insisted the agency include key people from Chiat/Day.
Katrien De Bauw, MAL’s global CEO, described joining the agency as intimidating. “You walk in standing on the shoulders of giants. It comes with a huge responsibility,” she said. Both she and Anderson credit Jobs’ early influence for shaping the culture of risk-taking and innovation that still drives the agency today.
Working Hand-in-Hand with Apple
Although MAL is external, it works closely with Apple’s internal marketing communications team. Tor Myhren, Apple’s vice president of marketing communications, encourages the agency to challenge ideas. “He wants us to push back, question, and bring consumers’ point of view,” explained De Bauw.
This collaborative but demanding relationship wasn’t always smooth. Reports from 2013 noted tensions under Phil Schiller’s leadership. Later, Hiroki Asai revamped Apple’s ad team before passing the role to Myhren in 2016, who reshaped the partnership.
Enduring Influence
Even as Apple’s strategy evolves, the legacy of Steve Jobs lingers in every campaign. His belief in creativity, simplicity, and bold risk-taking continues to fuel one of the world’s most recognizable advertising efforts.
