App Store Ads Gone Wild

Gruber on the App Store ad debacle:

“No ads in the App Store, period” would have been a powerful, appealing message…“We sell ads in the App Store, but they’re OK because they don’t track you” seems to be the message Apple is going for, but that’s neither powerful nor appealing.

Too many companies and brands today settle for mediocre, safe justifications in messaging. Commitment is more powerful than visual design caveats.

Apple is actually scrupulous about labeling paid placements as “ads”, and using different background colors for them. One can certainly argue that ads should be even more clearly demarcated, but if you look for it, it’s always clear. But people don’t look. If the message were clear — that there are no ads or paid placements in the App Store, period — people might learn. But if the message is that there are ads, but not many, but now there are more than there used to be, and but if you look closely you’ll see that the ads have a blue background and a small “ad” label — almost everyone is going to assume that anything that might be an ad is an ad and the whole App Store is pay-for-play all the way down.