Apple’s connection with celebrities is growing day by day. From football to basketball, they have contacted everyone. Kobe Bryant did his bit in helping Apple and now it is Raheem Sterling’s turn. The footballer is extremely popular and he has tons of fans. The man has 1.29 million Twitter followers and Apple analyzed that before signing him. Sterling demanded a huge sum of money and Apple had no problems in paying him. The advertisement is not ready, but it will mainly focus on European Championship. The spirit in the football field will be used here; Apple is definitely planning something creative.

But this endorsement is perhaps too costly and people are not happy about it. The Taylor Swift campaign brought amazing results and that encouraged them to work with Kobe. But choosing Raheem Sterling was perhaps a bad move. Apple’s creative team must do something exceptional to taste success here. Some market analysts are also criticizing this repetitive celebrity campaigns. Influencer marketing is not the only success formula; there are so many things that can be done. They have created iPhone ads without featuring any celebrities and the results were extraordinary. The poor performance of iPhone SE can be the reason behind this move and it left Apple with no choice.

Raheem is not alone as Barcelona star Neymar will also be joining him. The strategy is simple, Apple is relating iPhone’s performance aspect with footballers and the music services are handled by singers. People love following trends and every Apple product will create trends.

Samsung recently used Mark Zuckerberg to promote their VR headset and that campaign kicked off in style. Apple TV has a good brand placement and they will put in much more effort in boosting their main products. Celebrities play different roles now and both their image and current form becomes hugely important.