In an interview with The Daily Telegraph cited by Business Insider Segall argues that Apple today misses this aura that Steve Jobs created Customers made "lust" for the company's products.
"The passing of Steve Jobs has created a completely different approach to marketing from which we can see the results," said Segall. "As a marketing expert, I look at that and can see the difference between Steve who is there ̵
"Today, Apple is making another campaign for another phone, which I always thought was a missed opportunity," Segall told the newspaper. "They should build a personality for the phone, a thing that people want to participate in, because it grows beyond the characteristics of the moment." He went on to argue that Tim Cook works with the advice of those around him who are "a little bit of vanilla."
Segall is now an author and a speaker whose past with Apple on a very successful series of campaigns is clearly a big part of his public identity. His Twitter biography describes him as a "former Apple advertiser, speaker, blogger, creative consultant".
It is not surprising that someone who was present in the late 1990s and was part of Steve Jobs' return and rise, idealized this particular time in the company's history and all the success it brought and celebrated.
But the truth is, whatever Tim Cook does, marketing-wise, it works. Apple is more profitable, sells more iPhones on a quarterly basis and is rated much higher than ever before when Steve Jobs was still alive and running the company.
In 2002, the year in which the Think Different campaign was completed, Apple generated $ 38 million in revenue for the first quarter, with revenues of $ 1.38 billion, and shipped 746,000 Macs. In the first quarter of 2018, Apple achieved a profit of just over 20 billion US dollars with a turnover of 88.3 billion US dollars and sold 5.1 million Macs.
Yes, the company's marketing and advertising strategy is certainly different today than it was in the late 1990s. But why should Apple keep the strategy of the nineties forever? Tim Cook and his team have marketed the company's products in a way that markets products this decade – and they have had a phenomenal success. You could almost say that they thought differently.
"Brilliant People Are Here"
Ironically, a few weeks ago, Segall had positive things to say about Apple's current direction.
Segall spoke at the Korea Chamber of Commerce on July 18 in Seogwipo, South Korea, about his work with Jobs and the legacy of the late CEO at Apple today.
"Steve was quite unique and will never be replaced, so it's impossible for Apple to be the same," Segall told the Chamber. "But I think its value is there, and brilliant people are there, so things are moving forward, I think the innovation is happening at the same pace."
Two CEOs, Two Strategies
Tim Cook and Steve Jobs are two very different men with two very different strategies and leadership styles and two very different ideas on how best to manage Apple, and that includes the advertising and marketing Marketing efforts of the company.
The story will likely show that each of them was the best man to run the business at the time they did. And while the legacy of Steve Jobs will likely always be part of what Apple is, Tim Cook has obviously begun to go his own way.
Doing things differently than jobs does not necessarily mean they are being done wrong.