Apple is Defining its Own Verse

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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:

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