Apple's iPhone Duo Page: 65 People, Four White Men
By Winston Velvet
Apple has a new folding phone, and a new set of faces to sell it. I visited Apple's web page for its new folding phone, the iPhone Duo, and counted the people in the images the company chose to sell it.
There were 65.
Forty-three were women. Twenty-two were men. Women outnumbered men about 2-to-1.
Of the 43 women, 16 were Black, 12 were White, 12 were Asian and three were Hispanic.
Of the 22 men, 18 were Black. Four were White.
About 14 percent of Americans are Black, according to the Census Bureau. On Apple's page, Black men made up more than 80 percent of the men.
White men are the country's largest single group, about 29 percent of the population. On Apple's page, they were four of 65, about 6 percent. Among the men alone, four of 22, or 18 percent. White Americans are 58 percent of the country.
This is no accident. Companies like Apple don't pick ad images at random. They chose, tested and approved every face on that page. This is their marketing.
And they won't show White guys. You wonder why.
The men who run Apple, starting with CEO John Ternus and Executive Chair Tim Cook, are largely White. On their own company's page, men who look like them barely made the cut.
Apple leadership historically looks like this:
But the ads look like this:
Yeah, the old Apple ads were just mainly women and Black dudes.
Finally White
Winston Velvet's Apple White ad campaign
I have an idea for Apple's new folding phone: White guys in the ads. Apple is run by White guys, but their ads never show White guys — just White women and Black dudes.
They're White, after all, just like the inside of an apple. And it would be good if they celebrated their Whiteness.
So I took it upon myself to create a whole new marketing plan for Apple. While the White folk at Apple haven't responded to my Apple Pay request yet, the new Apple White ads look like this.
Get your Apple White Folding iPhone today.
At $1,999, it’s priced for the people who actually run the company.
Here is the old ad, just a boring White woman.
Now my ad: Way more interesting.
iPhone Duo
Hello, hello.
From $1,999 or $83.29/mo. for 24 mo.*Lease from $57.99/mo. for 24 mo. with Apple Upgrade◊
Get the highlights.
The largest iPhone display ever.
In a thin, foldable design.
Titanium frame and hinge cover.
Beautiful and durable.
Take a closer look.
Foldable design
Foldable design. Offers exceptional viewing experiences in a design that fits in your pocket.
Nano-texture finish on inner display to reduce glare
Wide-angle OLEDs for excellent viewing angles
3000 nits peak brightness
Only $1,999. That's actually one dollar less than $2,000.
They're just White guys. Comfortable with who they are. Unashamed of being the men who run a company that sells to White guys using Black and female models, and no one who looks like them in any of their ads. Until now.
