Apple has created its multi-billion dollar corporation from its innovative products such as iPhones, iPods, and iPads which are commonly advertised on television. However after Steve Jobs, co-founder and CEO of Apple, died, Apple’s advertisements took a different approach under the authority of Tim Cook. An ad which was released in a New York Times magazine, after the death of Jobs, shows a completely different method of advertising from Apple. The ad delineates an iPad illuminating a young Caucasian girl’s innocent face. The child is wearing a white blouse and a colorful bracelet around her left hand. While holding her iPad across her face, she is laying in her bed with the sheets over her; completely isolated from the outside world. On the …show more content…
The second stanza attracts a different audience when it states the rhetorical question: “If you are busy making everything, how can you perfect anything?” The word “you” is mentioned again, but this time it refers to the rivals of Apple, and not the consumers. Companies competing with Apple, such as Samsung, expand the advancements of their products by including more and more features to them. However, what Apple implies is that more does not necessarily equal better. In other words, if Samsung is “busy making everything,” then they cannot pay attention to perfecting their products. On the other hand, Apple “spend[s] a lot of time on a few great …show more content…
The ad questions whether or not Apple products “will make life better.” Although Apple provides many benefits in mitigating the obstacles in life, it obliges adolescents to turn away from the volatile world in order to connect with their rectangular, pixilated selves. In fact, the youth has become exactly like the girl illustrated in the ad: hypnotized zombies controlled by their iridescent iPads, iPhones, and iPods. Just like the little girl, adolescents isolate themselves from their surroundings when using an Apple device as if the device is the only thing that matters in their life. In fact, the advertisement even acknowledges this in the opening of the first stanza: “This is it. This is what matters. The experience of a product.” In other words, Apple products are advertised as more valuable and important than the experience of everyday life. For example, if you look around a restaurant or a fast food joint where people are eating in groups, a majority, if not all, of the people in the group would be submerged in their gadgets instead of engaging with each other. Apple has certainly made self-isolation the new trend in contemporary culture. With today’s technology, one could not survive a weekend camping outdoors without checking their Facebook or scrolling through their