A better Apple - inspiring or disappointing?

The all powerful Apple Corporation of Cuperatino California US of A is now promising to do just that. The brand, that in many people's eyes can do no wrong, has laid down a very bold new marker.

For it is promising to build on its game-changing string of products and "leave the world better than we found it".

Apple founder Steve Jobs was always rather reticent to stick his neck out about Apple's environmental responsibilities, the new CEO Tim Cook actually voices this new commercial and is far more forthright.

Why then at such a watershed was I left feeling underwhelmed and rather disappointed? Is it because that as an ex ad man I expect more of Apple than this polished but rather bland corporate video. This ad hardly lives up to the "Crazy Ones" ad that launched "Think Different", or the legendary "1984" that cost $1m to produce and was run only once to memorably launch the Apple Mac.

My feelings and outpourings about the new commercial sparked a debate in the office that maybe the new commercial had a whole new role to its predecessors. It is almost the reverse of "Think Different" and is more about providing license to every organisation to follow Apple's position; for every brand, corporation and business large and small to better themselves. Maybe this is not only a watershed for Apple to confidently present its sustainability credentials and ambitions but also to set the standard that others will feel able to follow.

If its approach was more radical and less, dare I say it, corporate, then it would be unlikely to provide such an achievable benchmark. As Apple stated in its cheeky press ads that supported the commercial on Earth Day, "There are Some Ideas We Want Every Company to Copy". An obvious sideswipe at Samsung and a demonstration that Apple hasn't lost its marketing edge.

This blog was by Dan Vivian of the Vivan Partnership. Read more from them in our Clubhouse or on their website.