There used to be some sophistication about Apple's ads. Somehow, Steve Jobs's sense of taste permeated the way Cupertino chose to communicate.
Since his passing, things have been a touch erratic. There have been truly memorable ads. More, though, have bathed in a bland musicality, with nary a thought to sustain their life.
For a long time, Apple preferred to just show people dancing.
Apple's first iPhone XS ad was an attempt at a grand illusion, one whose only real trick was to hide its now entirely uncontroversial notch.
Now, the company's released a new oeuvre, one that is largely depressing.
The deeply-considered thought behind it is that now you have a bigger screen, everything gets bigger.
Yes, just as if you visited Texas.
You photograph a cat and it gets bigger. You photograph your friends and they get bigger.
And, believe it or not, you photograph a dog and it gets bigger, too.
Goodness me, how long did it take someone to think of that? And how long did it take everyone at Apple not to see this was as inspired as ordering chicken at KFC?
I understand that Apple is trying to be as many things to as many people in as many places these days.
"Everything you love just got bigger," says Apple in the ad. Other than the imagination of Apple's creative department, that is.
Despite the fact that Samsung could crow for quite a while that its phones were bigger, this isn't the first time Apple has boasted its product has a bigger screen.
Remember the iPhone 5? Apple explained in a charming ad how the bigger screen works for humans. It showed that the screen had been designed with the stretching ability of the human thumb in mind.
In those days, Apple ads were distinctively Apple.
This new ad could just as easily be for Samsung as Apple. Talking of which, here's Samsung ad that boasted it was the home of big and bigger.
You might not remember it. It's from 2017, after all.
Previous and related coverage:
Should you buy the latest Apple or Samsung device? And which size? This guide breaks down the factors that matter most to business buyers and consumers alike.
I hadn't worn a watch for 20 years when I bought an Apple Watch Series 3 six months ago. Now I wear it every day. Here's why -- and what I don't like.
Apple and Samsung recently released large flagship smartphones priced at $1,000+. They are close to the same size and have the latest specs, but there are also some significant differences that will lead you to one over the other for your business needs.
Once again, David Gewirtz puts on his mystical prognostication hat (okay, fine, he launches Excel) to delve into Apple announcement history. Will we see new Macs, iPads, and whatnot in October? There's a pretty good chance, and we'll even tell you what dates to write in your calendar.
- How easy is it to break the new Apple iPhone XS and iPhone XS Max?
- iPhone XS and XS Max reveals some battery surprises
- Should I install iOS 12 on my old iPhone or iPad?
- iOS 12 tells you (almost) everything you need to know about your iPhone's battery
- Apple iPhone XS, iPhone XS Max, iPhone XR: Features and specs compared
- Meet Apple's iPhone XS, iPhone XS Max, and iPhone XR: Prices and specs
- Apple tries to wipe AirPower from the history books
- Top 12 Raspberry Pi alternatives (September 2018 edition)
- iOS 12: Release date, new features, and hidden features CNET
- macOS Mojave: A look at the new features TechRepublic