Apple’s case of dance fever

It’s an interesting phenomenon—Apple runs an ad and the internet lights up with comment and commentary. (Points finger at self.)

Not sure many people appreciate how unusual this is. Ads from Dell or HP come and go, and passions rarely flare up. I suppose this is why so many people follow Apple—friend or foe, we actually care what it does.

The Apple story of the week is the new HomePod ad. Four minutes in length, I’m not sure you can call it an ad, but it’s out there and getting mostly positive reactions. Directed by Spike Jonze, psychedelic expanding sets, cool music, emotional dance … what’s not to like?

Oh no. Please don’t tell me you’re going to dump on this ad.

It’s not that I don’t like it. I think it’s beautifully produced, like all Apple ads. But it does make me feel like I’ve been here before. Or, more accurately, that I’ve been here many times before. Like I’m stuck in an infinite loop of Apple dancing ads.Continue reading…