Technically Incorrect: The Apple Watch is simple, utilitarian, necessary and cool. That's Apple's latest pitch in new ads. Apple has a lot of explaining to do.
One of its newest products, the Apple Watch, is a cause without much rebellion. Yes, it's from Apple, but do you really need a smartwatch?Apple has maintained from the beginning that the Watch is useful. It does things your phone does, without you needing to take your phone out from a pocket or purse. That's useful, isn't it?Is it so useful that you need to buy one? That's something the Cupertino, California, company tries to address in new ads, six of them, released this week.
The ads are short and to the point. Because that's how you're supposed to experience the Watch -- if you can squint quickly to see the screen, that is.
In another, a handsome young lad sings. We think he's singing to his love. In fact, he's singing to his love and texting her his rendition via the Watch. He could have called her but that would have been far too personal. Seeing her and singing to her would presumably have been impossible.One more emphasizes that with an obtrusive Watch on your wrist, you'll never miss a message. To make this feel positive, we see a happy couple's date being interrupted by a message showing their baby is asleep. All is well, mom and dad, keep on dancing, drinking and whatever else it is you're doing.Another ad shows the joy of having a watch to track your exercise while you sweat and wish that your wrist didn't feel so sweaty.Then there's the ad with a boxer trying to check his heart rat while he boxes absolutely no one at all. Yes, it's Floyd Mayweather. (No, actually, it isn't. But it should be.)
One of its newest products, the Apple Watch, is a cause without much rebellion. Yes, it's from Apple, but do you really need a smartwatch?Apple has maintained from the beginning that the Watch is useful. It does things your phone does, without you needing to take your phone out from a pocket or purse. That's useful, isn't it?Is it so useful that you need to buy one? That's something the Cupertino, California, company tries to address in new ads, six of them, released this week.
The ads are short and to the point. Because that's how you're supposed to experience the Watch -- if you can squint quickly to see the screen, that is.
In another, a handsome young lad sings. We think he's singing to his love. In fact, he's singing to his love and texting her his rendition via the Watch. He could have called her but that would have been far too personal. Seeing her and singing to her would presumably have been impossible.One more emphasizes that with an obtrusive Watch on your wrist, you'll never miss a message. To make this feel positive, we see a happy couple's date being interrupted by a message showing their baby is asleep. All is well, mom and dad, keep on dancing, drinking and whatever else it is you're doing.Another ad shows the joy of having a watch to track your exercise while you sweat and wish that your wrist didn't feel so sweaty.Then there's the ad with a boxer trying to check his heart rat while he boxes absolutely no one at all. Yes, it's Floyd Mayweather. (No, actually, it isn't. But it should be.)
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