Criticizing Apple intro events is one of life’s great pleasures. It’s so easy, anyone can play.
“Where’s the magic?” “Where are the surprises?” “The humor?” “Why so glossy and slick?”
If you’re looking for a culprit, you know where to find him. Tim Cook is responsible for every bit of the content. He’s proven himself guilty of one major crime: he isn’t Steve Jobs.
So, yeah, these things are flawed—but they are hardly useless.
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Yikes! Intel has launched a new anti-Mac campaign. The nerve of those people—they signed Apple’s “I’m a Mac” guy to attack his former employer. This is war!
Actually, it’s only the latest battle in the Mac vs. PC war that’s raged for 38 years. It’s a war being waged on three fronts—technology, marketing and culture.
And guess what. Through all these years, Apple has almost always been the aggressor. Only rarely has the PC side felt threatened enough to push back.
So, what do we make of Intel’s new campaign? Hold that thought, because it’s best judged in the context of history—and a juicy history it is.
I might overlook some important moments, but I’ll give it my best shot.
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All hail the M1 processor!
No question, Apple Silicon is a very big deal. But—it’s an even bigger deal in the context of Apple history. Monolithic even.
Cue the 2001: A Space Odyssey metaphor.
In the movie, an enigmatic Monolith is discovered beneath the surface of the moon. Planted by extraterrestrials eons ago, it’s actually a marker of human evolution. When exposed to the sun, it emits a signal to notify its makers that humankind is no longer bound to this earth.
The M1 chip is Apple’s very own Monolith. Exposed to the world, it sends a signal that Apple, after decades of evolution, has reached an epochal milestone.
To explain, a little archaeological dig is in order…
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Life can be so cruel.
Pity poor Apple. All year, its products compete head-to-head against those from other tech companies. But when its big holiday ad goes up, it must compete with itself—forever haunted by the Ghost of Great Apple Holiday Ads Past.
So how does the 2020 Tierra Whack ad compare?
Not particularly well. Thank you for the entertainment, Apple, but you forgot the parts that made your previous holiday ads so memorable.
You didn’t relate to the joys and sorrows that come with being human. You didn’t express the joy you get by helping people connect emotionally. You didn’t celebrate your core values, which are so relevant during the holiday season.
More specifically…
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Damn, HomePod mini looked pretty great in Apple’s unveiling last week.
They had me from the first image where it sat elegantly on the side table. Simple. Clean. Not a cord in sight!
It was my ultimate music-player-intelligent-assistant fantasy come true. A gorgeous device I could put absolutely anywhere.
Until it wasn’t.
Silly me. I made the unforgivable error of believing my eyes. At the very end of that scene, for just the briefest moment, came a glimpse of a cord trailing away from mini.
Nooooo!
From there, Apple took us on a winding path visually, with the vast majority of shots showing a “cordless” HomePod mini. A casual viewer could be forgiven for drawing the wrong conclusion.
Out of curiosity, I went back for a re-viewing.
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Blue robotic eye, vertical, isolated