How Do You Get Your App in an Apple Ad?

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Last year, Apple put out a series of commercials promoting the iPhone through demonstrating a number of its best applications.

Among the lucky companies that managed to land slots were Barnes & Noble, Pizza Hut, Gap, Epicurious and Zagat, but they didn’t get their slots because they paid Apple the most money for the cameo. Apple puts a higher premium on showcasing what their own product can do than in securing advertising dollars.

Basically, the marketers who created the iPhone apps that were then featured in the Apple commercials weren’t even aware that their apps were being considered for use. However, they got a huge free marketing boost when the Apple ads aired, and this set other marketers to putting some serious research into how to be the next lucky winner of an Apple leg-up.

The one thing all the applications have in common? They’re useful to customers and they show off the best features of the iPhone itself. Naturally Apple wants to show off apps that make the iPhone seem like an invaluable piece of technology, but the company’s brand is also hugely customer-focused, and apps that are customer-friendly have a definite advantage.

Good user experience seems to be the number-one reason to be featured in an Apple commercial. For example, Pizza Hut landed their slot because they were the very first company to offer an app that allowed users to place delivery orders. The app also made good use of iPhone features like tilting and GPS, which made for a winning combination.

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