Darby Lines on Apple’s new “This Is Our Signature” campaign
In my opinion this has been, from the return of Steve Jobs at least, the singular goal of Apple. Not to make all the moneys, not to dominate markets, not to impress bloggers but simply to make products that enhance our lives.
Every additional time I watch the commercial, it is even more impactful. There is something about the music that sets it apart from the rest of the loud and noisy ads on television. It forces you to slow down as you watch it and engage in the same type of thoughtful analysis that goes into each Apple product.
John Gruber wrote an addendum to the above post that is also worth reading:
Apple spent nine months in complete silence — from the release of the iPad Mini through last week. The only thing they announced in that interim was the ouster of Scott Forstall and corresponding reshuffling of executive responsibility. No new products, no new designs. And the business and tech media lost their shit over this, declaring an end to Apple’s ability to innovate. Apple’s “This Is Our Signature” mantra is in defiance of this superficial demand for an endless stream of new new new. Apple is saying they’re above the churn of the news cycle, and if you don’t understand that yet, they don’t care. You’ll either get it through your head eventually, or you will never understand Apple.