In July of 2008, Apple released the iPhone 3G, which CEO Steve Jobs described as, "twice as fast, at half the price" in comparison to its iPhone predecessor. With the new iPhone, came Apple's App Store, a one stop shop for hundreds of applications a user can add to their phone to increase functionality. Apple became the #1 power player in the smartphone game, boasting an impressive 500 applications available for download upon its release (iPhone 3G on Sale Tomorrow. Apple Press Release. 2008. Web. 10 Jul. 2008.), while mobile applications across the board were still in their infancy stage. The prospect of millions of dollars generated in application sales made the App Store a very profitable selling point. In 2009 Apple aired it's popular "There's an app for that" commercial to promote the idea of applications to the user. This advertisement was successful because it promoted a useful product in a simple manner, and included a catch phrase that really stuck to consumers.
This advertisement was successful, firstly, because of its catchy slogan, "There's an app for that." Slogans are an easy way to keep the consumer thinking about the product, and Apple makes sure to do that by keeping the message in this advertisement is simple, with the entirety of it's text consisting of three examples in which applications are useful, each followed with the slogan, and finished with branding:.
"What's great about the iPhone, is that if you want to check snow conditions on the mountain, there's an app for that. If you want to check how many calories are in your lunch, there's an app for that. And, if you want to check where, exactly, you parked the car there's even an app for that. Yep, theres an app for just about anything - only on the iPhone.".
"There's an app for that," is the consumer's answer to tedious, unwanted tasks, and Apple's apps turn a simple phone into a useful tool.