Underscoring the swelling criticism towards Apple’s advertisements, Ex-Apple Executive Jean-Louis Gassée has joined the list of critics who bear a negative outlook towards the company’s commercials, particularly the Siri commercials.

Apple siri

Gassée, who provided oversight to the development of Apple Inc. (NASDAQ:AAPL)’s Macintosh computers at the fall of the 1980’s, noted that the Siri commercials would at long last hurt Apple. Gassée made his opinion known through a column he wrote for The Guardian dated Monday 10th September 2012.

One particular highlight in the column was his outright hit against the Siri commercials where Gassée was noted for considering the commercials for being “the great execution of a terrible concept”. Some of Gassée’s main arguments revolved around Apple Inc. (NASDAQ:AAPL) shifting its focus from its products to secondary elements in the adverts.

While Apple has used celebrities in past marketing campaigns, Gassée noted that the Siri celebrity campaigns placed profound accents on the celebrities rather than the product. Some of the mainstream celebrities featured in Apple’s adverts include Samuel L. Jackson, Zooey Deschanel and Martin Scorsese.

In his column, a rather persistent Gassée notes that despite the fact that the ads are smart and unquestionably well produced, they are exceedingly harmful. The Ex-Apple Executive however makes it clear that he indeed finds the adverts to be interesting.

He even adds shreds of sarcasm to his column at one point where he discusses the adverts saying,  “they’re flatteringly imitable – and Samsung must love them”, hitting out at Apple’s bitter rival Samsung which was fined $1.03 billion earlier last month for copying Apple designs.

However in conclusion, Gassée notes that the ads do great harm by diluting the focus. The ex-executive resolves that Apple Inc. (NASDAQ:AAPL) should pull the plug on the ads and remove them completely from circulation. If Apple indeed pushes through with removing the Siri commercial, its move will not be an isolated incident. Last month, the California-based tech big wig nixed its genius commercials after they received an extensive array of negative opinions online.

The Siri ads have been a hot issue of debate especially after considering some of the notable personalities that have stood out against it.  In addition to Gassée, Steve Wozniak- former Apple co-founder- was noted earlier on in the year for expressing his blatant disappointment with Siri.

Gassée also adds that one Apple Inc. (NASDAQ:AAPL) employee who opted for anonymity informed him that other Apple employees did not use Siri.

Ahead of the iPhone 5 launch on Wednesday, speculation is rife that Apple will address the Siri advertisement issue with the seriousness it deserves. The general outlook leans towards the idea that Apple will completely scrap off the disputed adverts.