Apple: Think Slacker
Apple’s new ads are not what you’d call aspirational.
It’s been a big week in Apple land. In the US, they got the first wave of Apple Intelligence. In the rest of the world, we got access to the AI-powered photo cleanup. And there were a bunch of new Mac announcements.
And, of course, there were some ads to sell the new features. Brace yourself for Apple’s normal glossy, aspirational sell:
So, Apple Intelligence is great for spouses whose relationship has been so decayed by the years and the horrors of child rearing that you don’t even remembers your husband’s birthday any more? And whom you have such a poor relationship with that you can’t just admit that you forgot, and for that to be OK.
Um, OK.
Not exactly an aspirational message, but I’m sure the next one will be better:
So…
Umm…
Apple intelligence is great for slackers. For lazy, not to put too fine a point on it, fuckers?
Dear God, I’m actually quite excited by Apple Intelligence. The idea of situationally surfaced useful AI tools is very Apple.
But these adverts seems designed to make me feel crappy, dirty, and like a cheat for using them.
While I generally don’t like using this expression, I’m pretty sure these adverts would never have happened in Jobs’s day. Replacing “Think Different” with “Think Lazy and Neglectful” doesn’t seems like a smart direction…
