Apple has launched a new ad, just in time for the Olympics. In classic Apple fashion, it's perfectly designed to tug on your heartstrings.
The ad features a voice-over by the late Maya Angelou, poet laureate and write, who died in 2014. As she speaks, the ad shows images and videos of iPhone users of different races — set to a track of Angelou reading her poem "Human Family." She intones:
"I note the obvious differences
between each sort and type,
but we are more alike, my friends,
than we are unalike."
The spot is set to air for the first time during the Olympic opening ceremony, an event that also strives to remind us that we're a global community.
All the images are "Shot on iPhone," continuing the company's ad campaign featuring photos and videos shot with its smartphones. The iPhone has been the world's most popular camera for years, and Apple has certainly not been shy about promoting the creative possibilities its phones afford every user.
Apple's always used its advertisements to frame itself as a company with a different philosophy at its heart. And this ad could be seen as a not-so-subtle reminder of the image Apple's cultivated under the leadership of chief executive Tim Cook as an inclusive, sensitive company.
Then again, it's probably best not to read too much into the commercial. Sometimes an ad is just an ad.