Adidas have reportedly cancelled a $10 million mobile advertising deal on the Apple iAd network. It seems the sports giant have become increasingly frustrated by the confusing ad creation and submission process and the controlling attitude of the Apple corporation.
It has been rumoured that Adidas have had one of their creative concepts rejected three times, to the point where it has now been pulled all together. In a report from Silicon Alley Insider: “In addition to Apple’s unusual control over the ad creation process, advertisers complain about the lack of control over visibility into where their ads appear, lack of third-party ad serving tools, and other issues.”
While Apple seem aware of the increasing frustration being felt by a number of advertisers, they are unwilling to change their ways just yet. The report adds: “Apple plans to open up the process once its’ more comfortable with the program, but it appears some advertisers have lost their patience.”
One of the other major iAd launch partners, Chanel, have already cancelled their advertising campaign, which makes this rumoured Adidas split even more telling. Opinions are already coming in thick and fast on this issue, with some people saying that Apple are – rightfully – trying to create a quality user experience and others saying they are simply control freaks.
It seems that Steve Jobs and Apple think that they can play by a different set of rules than the rest of the industry. Only time will tell if they are going to get away with this attitude and whether there are actually any intrinsic benefits of doing so – both for themselves and the wider community.
While the controlling ‘in-house’ attitude of Apple Inc has obviously been an advantage to them in the past, perhaps this latest split is a sign that consumers and advertisers have finally had enough.