How Apple keep it human
A white studio. Dramatic string music. A panning shot shows off sleek black curves. A cool voice rattles off some tech stats that don’t make a lot of sense.
Just another phone ad.
Blurring into one, these slick but vapid adverts show why tech companies miss the point of why we love and use our mobiles. Apple on the other hand, know how to make their phones feel relatable. Their new ‘Why Switch’ adverts focus on the insight of actually using a phone, instead of the cold, hard, shiny of side of things.
Today, our phones are obviously more to us than just a contact book or a way of getting in touch with our friends. We listen to music through them, take photos with them and rely on them to keep track of our lives smoothly and securely. Apple’s 14-second ads for ’Why Switch’ prove that they understand the precious relationship between us and our phones.
A simple way of showing off their technology in human terms and a clear message from Apple: the only thing you need to know is that we will improve your life.