Apple Taps Sam Smith in 'Sway' Holiday Commercial for AirPods

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Apple has a new holiday commercial out called Sway. The spot channels the feeling of Christmas without overtly mentioning that specific holiday, with a sound track by Sam Smith (“Palace”). It’s a subtle promotion of AirPods featuring two young dancers who meet and metaphorically fall in love. She gives him one of her AirPods, and they then dance and sway through the snow sharing the same song. The tag line is “move someone this holiday.” What do you think?

Apple iPad Commercial Asks, 'What's a Computer?'

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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 Spotlights Portrait Lighting on iPhone 8 Plus with 'Portraits of Her' [Video]

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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.

Check out the Amazing Colors in Apple's 'iPhone X' Commercial

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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.

Watch Apple Watch Series 3 'Dear Apple' Commercial

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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.

Watch Apples New iPad Pro 10.5-inch Commercial

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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

Apple Brilliantly Personifies iPhone Security

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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's New Switcher Campaign — for iPhone

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Still from Apple's Jump Commercial

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.

Apple iPhone 7 Plus Commercial Channels Love Making the World Disappear

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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 Celebrates the Joys of Water Balloons in New Commercial

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Screenshot from Apple Turkey commercial

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 Answers Laptop Complaints with iPad Spots

· · Editorial

Screenshot from iPad Pro— Light and powerful

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.

Great New Apple Spot Urges You to 'Live Bright' with Apple Watch Series 2

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Apple has a new spot out called Apple Watch Series 2 — Live Bright. I love this spot, too. Great soundtrack in the form of Beyoncé’s “Freedom (feat. Kendrick Lamar)” from Lemonade—and I’m just guessing that cost a pretty penny or two. The commercial also features compelling imagery of people using their AWS2 in bright, colorful, energetic settings. It’s a great spot that fires on all cylinders.

New Apple iPad Pro Spot Shows the Power of Apple Pencil to Sign Documents

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Apple has a new entrant in its iPad Pro commercials where the company responds to tweets from real people. The new one is called No more printing, and shows how you can use iPad Pro and Apple Pencil to sign documents. It’s anchored around a tweet from @ROSESplease about printing personal documents on the company printer. I thought these spots were interesting when they launched, and found it interesting that Apple was interacting indirectly with social media and tweets from real folks. As time goes on, however, I find that I don’t think about these adds at all. That certainly wasn’t true with many other Apple campaigns. Then again, I’m not the target demo for these spots. This is the fifth spot in the series, making it likely they’re performing well for Apple.