I spotted this brand new Apple ad earlier today, and while I noticed how beautifully shot it was I didn’t really think too much about it.
Then I read this article, which made a fascinating point.
This kind of casual integration and acknowledgement of the way that people really use their devices indicates that Apple isn’t afraid of something I like to call platform sublimation’. Sublimation is the process of a substance going from solid to gas, without stopping at liquid in between.
In other words, even in light of things like Facebook Home, or any of the many, many apps created by Apple’s direct competitors Apple is absolutely comfortable with its market position and doesn’t feel at all threatened by these other companies. So much so, in fact, that Instagram (owned by Facebook, of course) is actually featured in Apple’s own ad.
It says something about my own personal use of my iPhone that I didn’t even spot that. Of COURSE I use Instagram on my iPhone. Of COURSE I use Snapseed, which is owned by Google. Recently, in fact, someone asked me about the best camera to travel with and I said, “Straight up, iPhone and some great photo apps.” I love my other cameras, but my iPhone is what is actually documenting my life.
Take a look at the ad and let me know what you think. What statement do you think Apple is making with their new ad?