Ex-Apple Exec: Apple Should Pull The Siri Commercials


Apple’s advertisements have been criticized a lot in recent months, but now the latest critic happens to be a former Apple insider.

Jean-Louis Gassée, a former Apple executive who oversaw the development of the company’s Macintosh computers in the late 1980s before launching his own company, penned a column for The Guardian on Monday, in which he slammed Apple’s Siri commercials for being “the great execution of a terrible concept” that could ultimately hurt the company.

“Until the Siri celebrity campaign, Apple products had always been the focus of Apple marketing. The product is the hero, the ad extolls what it does and how it does it,” Gassée writes in his column. To be sure,…
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