Keeping on the topic of Apple, this past week has seen a flurry of activity from Cupertino. Among product related reveals, Apple unveiled new spots at their developer's conference last week that moved away from their classic product romance and entered manifesto territory.
Perhaps they're feeling the waning of consumer love. Maybe with ubiquity comes a certain loss of specialness.
Whatever the trigger, Apple is investing big in reminding people why they fell in love with the brand in the first place. Why their philosophy reigns king. Why only they can be trusted to be choosy and thoughtful and deliberate when it comes to what products they bring to market.
Here are two of the spots. Admitedly, I think the first is the stronger of the two. Not only is the script more engaging, I believe its more distintive. The sound editing again is superior and remarkable and you know only Apple would have, could have created that spot.
But both clearly endeavour to engage with consumers on a marco level. In a time when they are being attacked left and right - from Windows and Samsung and countless others, Apple is imploring you to remember why they're the only ones that bring a certain intention and integrity to the game.
Whether you buy it or not, you have to admit it's effective. Even as I write this on a Macbook Air, my iPad and iPhone by my side, I had forgotten the reasons I was so enamoured by Apple a short 5 years ago.
This not only makes me remember, it gets me to believe again.