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Ad exec who named the iMac says Apple’s new Mac ads deserve ‘gagging response’

Apple’s (AAPL) new television commercials for its Mac computers attempt to target a new audience but according to widespread chatter on the Internet, they fail pretty miserably. The new ads, which focus on Apple Store Geniuses highlighting key benefits of Apple’s computers, have been panned by pundits and consumers alike. Now, however, the new ads have drawn fire from widely respected advertising executive Ken Segall, who says the ads are “causing a widespread gagging response, and deservedly so.” Segall is known for naming Apple’s iMac and producing a number of Apple ads during the 12 years he spent working alongside Apple co-founder Steve Jobs. “I honestly can’t remember a single Apple campaign that’s been received so poorly,” Segall wrote on his blog. He did note that Apple will likely respond to criticism by reworking its new Mac ads, and he says the company has bounced back from bad ad runs several times in the past. One of Apple’s new ads, titled “Basically,” follows below.


Zach Epstein

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.