Steve Jobs must be turning in his grave over what Apple just did.

Even though summer has just begun and classes are out, Apple has already launched its "back to school" campaign. However, they have done so in a somewhat controversial way (with respect to the company itself) by promoting it in a way that would never have been done if the company's founder, Steve Jobs, were still alive.

In fact, this campaign had been carried out through a YouTube video published by Apple itself, but it was removed shortly after by the company without giving any explanation , something surprising considering that Apple has always stood out for its way of advertising.

As we mentioned, Apple launched its annual Back to School campaign earlier this week, which included free AirPods and other accessories with the purchase of a Mac or iPad. While they've been doing this for several years, it was with the announcement itself that the company slipped up.

It was a humorous video about seven minutes long titled "How to Convince Your Parents to Buy You a Mac," which is a sort of humorous exposition of the reasons why you should buy a Mac . So far, so normal, but among the reasons, Apple has made a 180-degree turn in its marketing, and for the first time in its history, has advertised directly attacking its competitors.

"You can buy a MacBook Air for $899 or a PC, but you'll also need antivirus software, manual backup software, a protective case, a security system to protect it from your roommate, an external battery... it's crazy." It's true that it's not a big deal, and it's something that many brands choose to do, but this strategy breaks with Apple's marketing policy.

For this reason, less than 24 hours after its publication, the video was quietly removed from Apple's official YouTube channel without explanation . This adds weight and demonstrates that this shift in advertising is unacceptable at Apple, and that if Steve Jobs were still the company's CEO, he would have possibly demanded the head of whoever was responsible for that video being released.

Apple's success isn't just about the quality of its products. While they may have been ahead of the rest at the beginning, in terms of technology and finishes, the competition they face today is very strong , and in many ways they've even surpassed them.

The point is that Apple doesn't just sell products; it sells a sense of belonging and differentiation with its devices. This can be seen in the fact that most users who make the switch to Apple refuse to go back to Android, even when there are cheaper options with better features than the iPhone.

That's the company's true success, and the reason they remain one of the world's leading technology companies. Apple sells "being on a different level," and it's all thanks to a meticulously orchestrated marketing strategy, something Steve Jobs coined in the company's early days and that his successors must maintain until the end if they want the bitten apple logo to remain a benchmark in the industry.