One Bad Apple?

“This is it. This is what matters. The experience of a product.”

When I first watched this commercial, I was convinced it was a joke–some silly parody on American life put together by a team at Saturday Night Live or maybe one of their late night competitors. Surely people don’t believe experiencing a product matters more than experiencing a person, do they?

In every scene of this 1-minute advertisement, someone is choosing to focus his or her attention away from someone and onto something.

Now that I know this commercial is very much real, I am evaluating my choices. Truthfully, I enjoy devices that save time, capture memories, and communicate effectively. My job–and essentially my life–would be made harder without various electronics. I am grateful for them, certainly.

But I never want to lose the wonder of nature or the thrill of travel or the joy of family. And I believe–if you watch this commercial carefully–that is the directive.

Suddenly phoneless meals, Internet-free Saturdays, and non-electronic family time look really good.

What do you think?



  1. I didn’t see the commercial that way. Yes, the people have devices, but they are focused on capturing memories with those devices–capturing a picture on a trip, Facetiming at a restaurant with someone who’s across the world, Facetiming with a friend, watching a movie or playing a game with a parent. The devices weren’t being used to isolate someone; they were being used to connect with someone. I agree that these same devices can be used to isolate family members or forgo true face-to-face conversation, but I didn’t see that as the point of the commercial. Experience the product that helps you capture your experiences with/for the ones you love.

  2. Certainly a valid perspective. At the very least, the commercial is compelling. The only reason I might beg to disagree with you is the slogan, “This is it. This is what matters. The experience of a product.” I think the commercial would have been stronger with a slogan along the lines of, “This is it. This is what matters. The experience of a person.” But then Apple isn’t selling people. :) Haha.

    Thanks for the comment!

  3. Matthew says:

    I’m always disturbed by iTunes’ current slogan: You’ve never been so easily entertained. Doesn’t that seem insulting?

  4. It DOES seem insulting…and yet it won’t prevent me from returning. Nice. Thanks for the comment. :)

  5. My husband and I reacted to this commercial exactly as you did the first time we saw it…we have always thought that Apple was more about selling an image than it was about selling a product. And this commercial seems to validate our thinking. I teach high school…believe me, the IMAGE of an iWhatever is far more important than what they can do with it, who they use to communicate with it or what memories they may establish with it. They just want to iHave iT. Personally, I feel it is a very dangerous ad. It is far worse to tell our young people today that the product they own is more important than they are or the persons they know and love…Apple has moved from selling simplicity of use to significance of ownership. Even adults are sucked into that thinking…sadly. What we own should never define who we are.

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