Apple would very much like for this to be a post-PC era, thank you very much. The company has a new spot out called What’s a computer that does a pretty job of making the case that the iPad does everything a computer does. Especially, or at least, if you’re young. It follows a young woman through her life while she sends things, FaceTimes, looks up stuff on the internet, does school work, sheens around on her bike with iPad on her back, listens to music, draws with Apple Pencil, and more. At the end, her mom comes out and asks what she’s doing with her computer. The young woman looks over her shoulder and casually responds, “What’s a computer?” I’d love your thoughts.
Apple has a new spot called Portraits of Her to promote Portrait Lighting on iPhone 8 Plus. Portrait Lighting is a new software effect on iPhone 8 Plus that allows you to drastically change lighting on photos shot using Portrait Mode. In Portraits for Her, Apple uses a haunting (and beautiful) song called “This Strange Effect” by The Shacks for a soundtrack. The company also had the unnamed actress in the piece lip-syncing the lyrics as she walked through the city, something I don’t recall in another Apple spot. I like this commercial. The music, the camera shots, and the pacing are all lovely, and it’s another good example of Apple showing us a concept (Portrait Lighting) without doing an explainy spot. I’d love to know your thoughts.
Apple posted a new commercial to YouTube called iPhone in a Whole New Light. It’s the usual introductory commercial for a new iPhone, and includes the slow motion closeup reveal of iPhone 8 and iPhone 8 Plus. Both were announced during Apple’s media event at the Steve Jobs Theater in Apple Park.
Apple released a bunch of solid commercials Tuesday, but iPhone X is my favorite. It uses some gorgeous colors splashing around as a lure for the devices OLED screen. The colors grabbed my attention during the keynote when it was first shown. They reminded me a lot of the 70s’ kid’s toy, the Magic Window, but with a lot more colors. It’s compelling, bold, striking, and sexy. Interestingly, text at the end of the spot indicates that it hasn’t been approved by the FCC, and specifies that it can’t be sold until it is.
Apple posted a short spot called iPhone 8 and iPhone 8 Plus in 8 seconds. It’s a rapid fire look at some of the new features in the company’s new iPhone 8 line.
Apple has a new commercial called Surf that promotes Apple Watch Series 3’s ability to make and receive phone calls. It’s a powerful spot with strong imagery and a nice shot or two of the new Apple Watch.
Apple published a new commercial called Dear Apple. it promotes Apple Watch Series 3 by looking at letters that have been written to Apple and CEO Tim Cook. There will probably be shorter versions aired on TV, but the full version below is two minutes and 38 seconds. The testimonials range from health uses, sports cases, diabetes, car crashes, and a Russian cyborg (for real). I think it’s a great video.
Each is a short-form version from the original short film released late in July, and they feature The Rock and Siri in the kitchen, taking selfies, and setting Reminders.
Apple released new iPad Pro models today at WWDC. It has a lot of great features, and to show it off there’s a new iPad Pro 10.5-inch commercial on YouTube. Just as big as the new iPad Pro itself are more multitasking features in iOS 11 for the device. It will have brand new drag-and-drop functionality, a Mac-like dock, and improvements to Apple’s Notes app. Watch the video below to see the cool stuff. Check it out
There are three new “Why Switch” videos on YouTube. Contacts is clever and does a pretty good job of conveying that it’s easy to move your contacts to iPhone from “your phone.” Smooth makes a good case that video is smoother on iPhone. But Security, now that one is brilliant. It personifies iPhone’s inherent security advantage over (the unnamed) Android in a funny, concise, and elegant way. It’s easy to understand, and I think it’s entertaining. You can watch it below.
Apple launched a new advertising campaign called Switch to iPhone at apple.com/switch. The campaign trades the white of the company’s original I’m a PC campaign for dark pastels and simple, compelling imagery. The message is that it’s simple to switch to iPhone, which is faster, that your music will sound better, and that moving your photos is easy. Watch the four videos that make that argument in our full story.
Ever been in love? Know how love can sometimes make the whole world disappear into the background? Apple is channeling that in a new iPhone 7 Plus commercial called The City. With the sweet and touching “Sing to Me” by Walter Martin (feat. Karen O), the spot shows two young lovers sheening around a crowded city taking pictures of one another as the the world around them vanishes. “Focus on what you love” with “Portrait Mode in iPhone 7 Plus” are the taglines in the spot. There’s a line from Castle when Becket’s asked how do you know when you’re in love? Her answer: “All the songs make sense.” It’s a great line, and perhaps that’s why this spot resonates with me personally. It definitely makes sense.
Apple has put out four videos that take an animated look at yaks, zero-waste initiatives, a breathing building, and making artificial sweat. Each focuses on a different aspect of Apple’s global environmental efforts for Earth Day, which takes place on April 22nd, 2017.
Apple launched three commercials in the company’s Shot on iPhone series. All three spots were released for the Turkish market on the Apple Turkey YouTube channel. They were shot by 11 year old children on iPhones, and were released to celebrate National Sovereignty and Children’s Day in Turkey.
Apple and Verizon have struck separate deals with Saturday Night Live for that show’s creative team to create commercials for the companies. The spots will run during SNL itself later in April, with Apple having committed to buying at least one spot.
Apple published two new commercials in its iPad Pro series addressing laptop complaints. In case that reads too smoothly and it didn’t smack you upside the head, as we said when I was a wee lad, Apple is answering complaints about laptops with the iPad Pro. Not with MacBook Pro. Or MacBook. Or the legacy MacBooK Air that is still being sold. No, Apple is answering laptop complaints with an iPad Pro promotion.