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RUSH: Now, this Apple ad.

Put aside for the moment, if you will, folks, that I’m an Apple guy. I like their products. Put that aside for a moment. Apple is running an ad. You might have seen it. It’s called, “Our Signature.” I have the ad, the audio of the ad. It’s a very visual ad. It is still shots of people using Apple products, and there’s some narration to it. Not a lot. They’re economic with the words, and of course there’s a music bed. I want to play it for you, and then try to walk you through the ad in the tech media and the advertising community.

Now keep in mind that Apple’s stock price has plummeted from just last year at $705, to now under $400. Their profits are still through the roof. Everything about them is going well; they just haven’t had a new product in a few months. There’s a lot going on here that is… I mean, it’s directly relatable to politics and I want to try to make that connection here. So set aside what you think about Apple. You don’t like them because they’re a bunch of Silicon Valley weenies and leftists. Put that aside. Here’s a teachable moment here. Here is the Apple ad called “Our Signature.”

APPLE ANNOUNCER: This is it. This is what matters. The experience of a product. How will it make someone feel? Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things until every idea we touch enhances each life it touches. You may rarely look at it, but youÂ’ll always feel it. This is our signature. And it means everything.

RUSH: Now, at that point, “This is our signature,” the graphic on the screen is “designed by Apple in California.” Okay? That’s the ad. Earlier this week… Let me try to explain this chronologically. Earlier this week, a story hit the tech media and the advertising media that only 26% of people who see the an like it, that it’s a dud, that the ad is a dismal failure. And only 26% of the American people who see the ad like it.

The stories also predicted that Apple will have to pull this ad very soon because people really don’t like it, that it is really hurting Apple. Two days after I saw the first story, I then learned that the company that did the survey of people taking their opinions is the advertising agency for Samsung. Ace Metrix. They do the ads for Samsung. They do the marketing for Samsung. They are part of the primary rivalry to Apple, Samsung, in the mobile phone business.

I said, “Wait a second. That corrupts the whole report. That corrupts the whole survey. That just renders it irrelevant. It has to be biased. This is part of a campaign to besmirch Apple.” It’d be no different if whatever your business is, if your chief rival puts out a story saying everybody hates your product. But that fact isn’t known. It appears to me a totally objective survey, a totally objective poll, a totally objective company doing it.

So you read the story and say, “Boy, this Apple, boy, it’s really bad. Nobody likes the Apple ad!” They don’t tell you who did it. None of the stories, even now, include the fact that the company that does the survey is in the employ of Samsung. From the article on this in Advertising Age: “Since May, Samsung has had eight ads that scored an average of over 600, according to Ace Metrix. Apple’s new ad — which calls the words ‘Designed in California’ ‘our signature and it means everything’ — scored 528 versus the industry average of 603.”

So not only do only 26% of people who see the ad like it, it’s scoring way below the industry average in all ads. But nobody is telling anybody that the company doing this works for Samsung, is hired by Samsung. So today I get an e-mail from a guy who is all upset at Apple over the ad because he doesn’t like people in California. He’s a big political guy. He’s as versed on politics as anybody I know. Nothing gets past him. You can’t fool him on it. He says, “These people in California, why do they think we care what goes on in California? Why can’t they say ‘designed in America by Apple’?”

So I wrote him back and said, “You’re missing the point,” and I told him the story I just told you. He didn’t understand it at first. I said this is a direct correlation to American politics. Look what we have here. We have you,” talking to my friend. “You’re totally believing of everything you read in the tech media. You’re not skeptical at all. You’re just a consumer. You don’t care. You’re not invested in it. All you are is a consumer. You read the story. Nobody likes the Apple ad.

“You don’t like California, so Apple has a double whammy in your mind. You hate Apple; you hate California. You don’t like anything coming out of there and you think they’re a bunch of arrogant SOB’s. The fact of the matter is, you’re not skeptical so you don’t care! You don’t even know that the report on Apple’s ad may be full of garbage. It may be totally bogus. It may be part of a campaign by an Apple competitor to actually have a successful Apple ad pulled.

By the way, that’s all fair and fine and dandy with me. Capitalism is it. This is the nature of competition. I don’t want to be misunderstood. I’m not bellyaching or whining or moaning for Apple. If Samsung can pull this off, more power to them. But what does it require? It requires a gullible, un-skeptical, totally accepting public. Okay, now let’s take it to politics. I submit to you that the same thing happens to the Republican Party every day. In the news media, they’re reported to what?

Hate gays, hate women, hate blacks, hate this, hate that. They’re racist, sexist, bigot homophobes. Who is reporting this? Polling units that are owned and operated by partisan Democrats. Who sees these polls? Low-information voters, people who are not skeptical at all. They don’t dig deep. They don’t care that the Washington Post runs its own poll. They don’t know who Gallup is. They just see this stuff and automatically eat it up and they believe it.

But yet the same kind of sophisticated people who are able to understand that about politics themselves are fooled by the same thing happening to Apple. Now, let’s take a look at Apple versus the Republican Party. The Republican Party doesn’t respond to any of this stuff and you get livid. Bush didn’t respond to any of the attacks on him. Karl Rove has since admitted it might have been a mistake they made. They don’t respond.

Apple doesn’t respond, either. But what’s the difference between Apple and the Republican Party? Apple is acknowledged as the best. Apple’s number one. Apple’s on top. Apple lets their product speak for it. They do not get down in the gutter. They may run similar-type competitive-type campaigns against Samsung. I don’t know. But this one, I don’t believe, is on the up and up. Ace Metrix puts out an ad that nobody likes Apple’s ad, and they work for Samsung?

Right there, I just discount everything Ace Metrix is telling me.

I don’t care how valid their survey is or how (sigh) pure it might be, how unbiased it might have been. The fact that Samsung’s agency — and nobody is telling anyone that. I had to dig deep to find this. This is not being reported. Well, it’s the same thing in politics, folks. The people with the bias and the people whose vested interest in the Republican Party destroying itself, are not reported as having anything to do with any of the stories that cast the Republican Party in a bad light or conservatives.

Take your pick.

So to me, it was a real fascinating thing. Because even after taking time to explain it, my friend still wasn’t all that interested. He still had so much animus for a company that would brag about being in California, that he didn’t care about how the ad agency ripping the Apple ad was actually bought and paid for by Samsung. But he cares deeply about the left-wing media and all its allies besmirching the Republican Party. But this is how it happens. This guy and most other people are not skeptical.

They’ll see this reported about the Apple ad, and think the ad is horrible. “Apple’s troubles continue.” They’re not skeptical, don’t care to find out who did the ad. It’s the same thing with low-information voters in politics, folks. That’s a teachable moment and so the question becomes, “How do you reach them?” How do you just reach people who automatically believe everything they see in the media? How do you reach them? And that, frankly, has been one of the unstated but primary objectives I’ve had during this program is reaching people like that.

Making the complex understandable.

Doing the job the mainstream media used to do.

Exposing it.


RUSH: Michael in Cleveland as we head back to the phones. Great to have you on the program, sir. You’re up first and hello.

CALLER: Hello, Rush. What an honor to be the first caller today.

RUSH: Thank you, sir.

CALLER: I was thinking about what you were saying in regards to Samsung and Apple and it being a teachable moment, and you touched on a great point. But there was also another point that I think may be the conservative killer, and that is this: When Steve Jobs was alive, I did not see him doing any Samsung commercials. I think Marco Rubio and maybe some of the other conservatives could learn from that and realize that you’re in competition. You’re not in bed with the enemy, and I think that’s something that they need to look at. What do you think about that?

RUSH: Oh, you mean you didn’t see Jobs doing commercials for Samsung? You mean you’ve never seen Apple do a commercial for Samsung?

CALLER: Exactly.

RUSH: Okay. So what do you say to Republicans? You think they’re doing commercials for the Democrats by joining them on things?

CALLER: With all of the amnesty stuff. You made a good point, saying Apple does what the conservatives do and they don’t come and respond, which I think is a good thing. You know, Bush didn’t respond to the criticism. But one thing that they do that Apple doesn’t do is they come out and say they need to be more like the opposite, like the competition.

RUSH: Ohhhhhhhh, okay.

CALLER: I don’t see Apple going out there —

RUSH: Yeah, yeah, yeah.

CALLER: — saying they need to be like Samsung.

RUSH: Well, except Samsung did copy Apple and they got sued for it and fined a billion dollars. Samsung’s answer to Apple was to copy them. Go back and look at cell phones made by Samsung before the iPhone, and then look at the iPhone in 2007 and every Samsung phone. They’re a direct copy. So to follow your analogy, Samsung is the minority; Apple the majority. Apple is kicking butt, winning big. Samsung wants to catch up. They copied Apple. What are the Republicans doing? They’re copying the Democrats!

CALLER: Yes, but they’re not coming out and acting like Apple, and Apple is not coming out and verbally saying these things.

RUSH: I know.

CALLER: They may be doing it behind the scenes, but when we see ads with Marco Rubio and people like that —

RUSH: But the correct analogy would be that Samsung is not coming out. It’s Samsung that’s in second place here, and by a far mile. Don’t believe… See, you think Samsung is winning now. They’re not.

CALLER: That’s your point.

RUSH: I’m just telling you, because I want your analogy to be correct. For your analogy to be correct, what Samsung would have to do is come out and publicly admitting that Apple has got better ideas and that they’re going to make products like Apple. They’re doing that, just not saying so. I get your analogy. The Republicans are coming out and actually trying to do what the Democrats do and saying so by getting in bed with them on things like immigration and other things.

It’s an excellent point, because, to you and me, what the Democrats have become is the greatest opportunity in the world for us to contrast what we believe, and we can’t believe the Republican Party doesn’t do that! We’ve never had this kind of opportunity. We’ve never had this big a collection of radical socialists in power and running the country and the Democrat Party. Therefore, we’ve never had this great an opportunity to contrast what we believe. But we’re not doing that!

We’re actually being told that we have to be more like the Democrats and do things the Democrats are doing in order to be liked by the same people that like the Democrats.


RUSH: Folks, I’m sorry. You’ve got to forgive me. But this is so frustrating. I just said to our last caller, “You’re making a mistake in believing that Samsung is overtaking Apple. It’s not even close.” So I got an e-mail during the break, “You don’t know what you’re talking about! Apple is losing everything!” Folks, I’m telling you: This is so teachable a moment; this is so instructive. Seventy-three percent of the total profit in the smart phone business is owned by Apple. In this country, 73% of all profit is Apple’s.

Now, this e-mail, “You look at market share, Rush! Apple is losing market.” Their market share is below Samsung because Samsung sells 50,000 different kinds of cheap little phones and Apple sells one! But market share versus profit is an age-old argument: Which do you want? Any business will tell you that they’ll take profit first. (groans) It’s a no brainer. You can have 80% of the market and no profit and you’re barely hanging on.

It’s easy to get market share. Give your stuff away! That’s what I always said when I started this, “I want to be a legitimate and real number one. I don’t want to be number one because of buzz or because the media says so or a PR campaign says so. I want it to be a real, legitimate number one!” Yet over the course of this program, for 25 years, you’ve read, “Ratings are down! Limbaugh is losing sponsors!” None of it’s true.

We have both the market share and the profit. But all of this is so fascinating to me because of how easy it is to make people believe things that aren’t true. For me, it’s a teachable moment in learning how people deal with this kind of thing. In Apple’s case they never respond to it. Never! Now, I just happened to see during the break that Apple’s share of the mobile phone market in May skyrocketed.

It went up again!

They haven’t had a new phone since last September. Their share of the mobile phone sales in May went up again. There’s no evidence, other than a bunch of BS in the media, that they’re losing their market share — and the falling stock price? By the way, all of this negative news has an impact on the stock price. It scares investors and all of that. To me, this is all… (sigh) There are correlations between all of this.

Because it’s all media and it’s all how you make people believe things. It’s all how there are lies everywhere. There are lies in politics. There are lies in the Trayvon Martin story. There are lies in the Gandolfini story. In every story, there are lies and mistruths and false premises and misstatements — and it takes real effort and genuine skepticism of everything (combined with a profound curiosity) to weed through it, and that’s what this program is all about.

It’s about stripping away the intricately woven web of deceit that is the Democrat Party and the media, and getting to the nub of the truth every day, “making the complex understandable.” Because what I’ve always believed is a fully informed (or as informed as possible), educated, participating, functioning population is the best way to ward off attempts to overthrow it and overtake it. By the way, I think I’m right about that, because all of this is happening in this country as the American population gets dumbed down.

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