This latest spot from Apple is just beautiful. With this one spot, Apple returns to the characteristics that they are known for – poetry, beauty, romance, love and most of all passion. What’s unusual about this spot is that it features a voice and verse that we are all familiar with – the beautiful and powerful speech spoken by Robin Williams in the Dead Poets Society about the value of poetry and being a contributor to your own ‘powerful play’.
Since this spot debuted online, there has been a lot of negative commentary – especially questioning why Apple chose to borrow from a film rather than express its own words. What I think is this – the verse is beautiful and it perfectly describes Apple’s vision for the future. Apple was never just about the electronic and the device – it was always about being a part of their users’ lives, changing the way they lived – and as a result, how they viewed the world. This perfectly brings us back to what’s most important.
Could Apple have achieved the same effect if they had written their own material? Probably – but I just can’t get over how beautiful the amalgamation of sound and imagery really was.
Watch Apple’s latest for the iPad Air: