Peter Kafka

Recent Posts by Peter Kafka

Apple’s Newest iPhone Ad Still Says Nothing, Is a Little Less Great

The deceptively simple iPhone ad Apple rolled out last month has garnered all sorts of praise. Totally justified!

So you can see why they’d try a new one, using the exact same format, music and spec-less pitch. The only difference is that this time, instead of focusing on the notion that iPhones = cameras, Apple is reminding you that iPhones also = personal stereos.

So why don’t I like this one quite as much as the first?

My gut: Because when you take a picture, you’re probably doing it with the hope of sharing it with someone.

And while Apple makes a point of showing some scenarios where the iPhone brings music to more than one person, it is honest about the primary use case: Just you, your phone and some ear buds, sealed off from the rest of the world.

Honest. But not as much fun.

(Bonus content for hardcore Apple tea-leaf readers: Note that several of the shots in the camera ad showed iPhone owners using Facebook-owned Instagram. In this one, there’s no indication what service or software iPhone users are listening to.)


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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik