Sarah Hampson recently castigated Apple for subtly insinuating that “iPhones [are] the meaning of life” in it’s latest TV spots, Our Signature and Designed By Apple. Before making her ‘meaning of life’ and hubris claims Hampson quotes this portion of the Designed By Apple ad:
Who will it help?
Will it make life better?
Does it deserve to exist?
We spend a lot of time on a few great things until every idea we touch enhances each life it touches.
Now The Macalope already had his mythical way with this piece, but I just wanted to add an additional comment about this article and these commercials.
Apple does strive to make my life better through technology. Not to infiltrate, but to enhance. If I let technology get in the way of my life that’s no more Apple’s fault than it’s beer’s fault someone becomes an alcoholic. I need to own that part.
But my Apple computers let me connect with family and friends via the internet on a platform that never crashes and doesn’t pester me to update constantly. My Airport wireless router allows me to do so wirelessly, without worrying about where the nearest ethernet jack is. My Apple TV lets me wind down with my favourite TV programs on demand, and after that program is over my Photo Stream screensaver kicks in and shows me photo after photo of my infant son. Dozens of times my wife and I will just sit and reminisce over our family photos until the Apple TV turns itself off. My iPad enables me to play games with my wife and quickly plan and print set lists for when I’m invited to lead worship for a church or youth group. And my iPhone — probably my favourite of the bunch. Not just for quick information or interactive maps-in-my-pocket as the Macalope suggests, but because I know I have a decent camera (photo and 1080p HD video) in my pocket at all times, which lets me capture moments like this video of my son giggling with his mom on film and keep them forever.
Apple is constantly trying to make technology more transparent. To get it out of the way and allow what it can do, not what it is to shine through. If that’s not making one’s life better, I honestly don’t know what is.