Ads Review - It’s “Supereasy” for Apple To Create Their Own Words
Add this to the list of Apple’s endless innovation: now they’re making their own words.
On the landing page for the AirTag, Apple says it’s a “supereasy” way to keep track of your stuff.
Supereasy.
Supereasy isn’t a word. There’s a red underline in my text editor right now.
Take a look at their landing page, and then I’ll break down why Apple did this, and how they can get away with it.
It Seems Super Easy
Supereasy is a super easy way to write super easy. There’s no wasted space, it flows off the tongue, and glides through the mind. Apple’s landing pages are the best in the game, with their interactive UX and their news-headline-style feature breakdowns. They start with what the customer needs to know, and then go more in depth as you dive down the page. They’re impeccably designed, and simply a joy to scroll.
Everything works together seamlessly on these pages to achieve their marketing goals. In a somewhat crowded market of location tracking devices, Apple seeks to simplify everything. The images make the product look sleek and small. The feature descriptions aren’t confusing. And their copywriting? It’s supereasy.
The Cool Kids Can Do What They Want
I rarely advise people to copy the marketing strategies of big tech companies, hot influencers, and top-40 artists. Why? Because they’re exempt from the rules. If you own a car wash, and run an ad that says it’s “supereasy to get a clean car,” people will think you published a typo.
But when Apple does it, it’s cool.
Part of this is because Apple is big enough to not have typos. Their copyeditor probably has her own copyeditor, just in case. When Apple does it, you know it’s intentional. But also, since Apple is still one of the cool tech companies, they’re able to take risks that many others can’t.
My Thoughts
How do I feel about it? I’m a fan. Advertising shapes culture, bringing phrases, trends, habits–and in this case, word spellings–into the social sphere. If Apple wants to make a new word to show how easy their product is to use, they can be my guest. It worked on me.
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