Rockstar

This iPhone Commercial Shows a Misunderstood Use of Technology

By: Emilie Picillo - Published: Dec 17, 2013 • References: youtube and youtube
Apple has recently launched its new holiday commercial that illustrates a misunderstood use of technology. While it may seem like today’s tech-savvy generation is constantly engaged with fleeting texts and tweets, Apple demonstrates a seemingly anti-social teen attempting to capture life’s fleeting moments.

The ad shows the teen constantly retreating from spending quality time with his family. He chooses to spend more time on his iPhone and this image is tempered with scenes of his family’s subtle disapproval. Throughout the ad there is sentimental holiday music playing in the background that is suddenly cut short when the teen connects his phone to the TV. He then presents his homemade family movie he’s been recording and editing on his iPhone the entire time—without his family knowing.

The ad is extremely clever and tugs at the heart’s strings, proving that although tech-savvy teens are seemingly disengaged, they’re actually capturing and savoring life’s moments, one click at a time.