Adam Kos Everyone knows the iconic Macintosh commercial from 1984, almost everyone knows the Get a Mac series of spots comparing the capabilities and attributes of Mac and PC. Of course, the company's Christmas ads are also popular, but what about those for individual products? It looks like Apple doesn't pay much attention to them anymore.
You can find out by checking out the company's YouTube channel. In the days when Jony Ive was still active in the company, we were used to him commenting on videos showing their advantages and the technological progress they achieve when introducing individual products. But when Ive had it in the so-called "for a few" company, he disappeared from the spots from day to day.
Instead of these videos and his commentary, Apple started airing "regular" ads during the keynote, which can also work independently. And he probably understood that it is a better way, or rather that this way can kill two birds with one stone. During the presentation, it shows the product and later works as a regular spot, which can be broadcast well even taken out of context.
Now the situation is such that after pre-recorded keynotes and product presentations, individual videos from them showing the news appear on YouTube. And that's all. Nothing much else comes. There is no engaging commentary, no highlights or details, just the ad.
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Shot on iPhone
If you look at the playlists in Apple's YouTube channel, you will find out a relatively simple fact here. There's the Apple Watch Series 7, iPhone 13, accessories and Macs, complete with spin-off videos like Today at Apple or Apple Music. But when you click on the given playlist, what is in it? With the exception of the iPhone 13, practically only videos that were already played during the keynote and nothing more.
Maybe it's because Apple doesn't need ads, maybe it's because Apple doesn't need to draw attention to its products because they sell well anyway. And maybe it's also because he doesn't really have anything to sell, so why spend money on something that actually doesn't work.
Compared to classic advertisements, it publishes more interesting things about iPhones, and that is what concerns the Shot on iPhone series (by extension, Experiments Shot on iPhone). However, he did so now. The spot is shot with an iPhone 13 Pro, although it doesn't practically show the phone. And, of course, it was accompanied by a video about its filming. Everything revolves around eggs. And everything is also only shot by the iPhone. So, if not the usual advertisements, at least we can enjoy what various excited minds can actually do with the iPhone.
