Mark Wilson, writing at Fast Company’s Co.Design:
In what should be a warm, humanizing montage, people are constantly directing their attention away from one another and the real, panoramic world to soak in pixels. They’re choosing the experience of their products over the experience of other people several times in quick succession. And Apple has a warm voice in the background, goading us on.
This is a crazy world. Please tell me you see it, too.
He goes on:
My fundamental problem with the ad—why it’s begun to make my shoulders tense and stomach churn every time it comes on TV—is not that it’s lying about how we use technology, but Apple’s consecrating the behavior, and even going on to say that their products, not the lives they serve, are “what matters.”
You can read the whole thing here.
The only thing I disagree with his the title of the blog post. I’m not as optimistic that we’ll look back on this ad and recoil at the message. I fear we won’t even be asking the question.
And it presses home to me a more personal question: I can critique the ad, but are there times I am living in such a way to reinforce its message and ethos?