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Apple Promotes iPhone 15's 'Find Your Friends' Feature in Star Wars-Themed Ad

Nice idea for a commercial, but the editing makes it feel forced (pun not intended) and long. Cut it down to half the time or less and give it to an editor with a sense for comedic timing and this might work.
 
Black Tiger said:
Where was this filmed? Where is this city that has no homeless tents everywhere? If Apple paid its taxes, this could actually be what cities look like.
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Know what?
This is a good question… my guess is that when they need to film a place with a lot of tents moving them becomes part of the cost, maybe they pay them or give them better shelter through the filming days. That and invisible VFX. Or studio sets and avoiding said situations altogether
Curious to know.
 
Johnny907 said:
In all fairness, I just used this feature at the zoo with my wife last weekend. Had to take our youngest to the bathroom and was trying to meet up with the rest of the family and her description of where they were wasn't making sense so I had her use this to set a beacon and found her minutes.
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“I’m here next to the thing at that
one place where there is an animal exhibit.” wasn’t enough info for you?
 
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Coffee50 said:
I think dropping it on May 3rd is just a way for them to get in on the pop culture SW moment. I don't think Apple will drastically change the marketing we've seen from them.

This is similar to the Usher ad during before the Super Bowl...then they go back to releasing standard ads. The company is big enough with a huge consumer base to pull off multiple types of advertising.
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I don't have any sort of strong disagreement with anything you're suggesting here. I guess my concern is that we used to have Jony Ive and his obsession with "sexy minimalist" design that seemed to be held in beautiful balance with the "nerds" at corporate who preferred function over form... and that balance led to design that has long set Apple apart.

The shift for this particular ad campaign strikes me as a reflection of many of the stories we're hearing/reading about what is happening behind the scenes at Apple.

After all, this is not a mainstream Star Wars ad... this is very much geared toward the type of Star Wars fans who would dress up in Cosplay for a convention.

Nothing wrong with that if that's your thing... but it's not who I want Apple building it's future product design plans for... I want to see them targeting a more mainstream audience.
 
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robgreene said:
I don't have any sort of strong disagreement with anything you're suggesting here. I guess my concern is that we used to have Jony Ive and his obsession with "sexy minimalist" design that seemed to be held in beautiful balance with the "nerds" at corporate who preferred function over form... and that balance led to design that has long set Apple apart.

The shift for this particular ad campaign strikes me as a reflection of many of the stories we're hearing/reading about what is happening behind the scenes at Apple.

After all, this is not a mainstream Star Wars ad... this is very much geared toward the type of Star Wars fans who would dress up in Cosplay for a convention.

Nothing wrong with that if that's your thing... but it's not who I want Apple building it's future product design plans for... I want to see them targeting a more mainstream audience.
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Have you ever gone to a shopping mall with friends/family where you are shopping on different stores? Ever go to outdoor events like concerts, fairs, swap meets? Do you hang on to each other those whole time or do you do your things and meet up later?
 
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Tagbert said:
Have you ever gone to a shopping mall with friends/family where you are shopping on different stores? Ever go to outdoor events like concerts, fairs, swap meets? Do you hang on to each other those whole time or do you do your things and meet up later?
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I'm not questioning the use of the technology. I'm questioning the choice of ads to showcase the technology.
 
Imagine a world where you can follow your friends' icons around a six inch screen all day. You'll never have to speak to them again. Amazing.
 
I've long thought this should be promoted as a feature to find friends (new friends) irl. Anyone with the "I'm available" switch set to public can see everyone else who has it on, and just like that Apple's got the ultimate dating/swinging/cruising app on everyones phones going back to what, iOS7? No endless hours wasted on stupid dating app profiles, eliminate all the hassle of hitting on unavailable people all night, etc etc etc
 
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robgreene said:
I don't have any sort of strong disagreement with anything you're suggesting here. I guess my concern is that we used to have Jony Ive and his obsession with "sexy minimalist" design that seemed to be held in beautiful balance with the "nerds" at corporate who preferred function over form... and that balance led to design that has long set Apple apart.

The shift for this particular ad campaign strikes me as a reflection of many of the stories we're hearing/reading about what is happening behind the scenes at Apple.

After all, this is not a mainstream Star Wars ad... this is very much geared toward the type of Star Wars fans who would dress up in Cosplay for a convention.

Nothing wrong with that if that's your thing... but it's not who I want Apple building it's future product design plans for... I want to see them targeting a more mainstream audience.
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I think you're missing the forest for the trees. It's not about form and design and company direction, but rather to just illustrate a simple use case. It's metaphorical for the situation in which many people nowadays find themselves: lost amongst a sea of apparently similar-looking people in a noisy environment. Think of an airport, for example. Of course, having it be Star Wars themed and presented in this short story form makes it cohesive and fun at the same time.
 
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MrSegundus said:
Shows the most ridiculous situation that most of us will never be in to use a feature that most of us will never use. Great.
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Somehow I've been in almost the exact same situation lmao.

Trying to find a friend at Anime Expo (this exact same building but even more crowded) in cosplay when I'm also in cosplay. Oh yeah that's a fun game hahahha.

It's hilarious to see Apple targeting people who go to these sorts of events for fun. But hey, it'd also work in a concert - provided your phone reception works - and it MIGHT.

I remember back in 2019 I went to anime expo with my brand new iphone xs and it locked up and overheated and the battery died lol.

But yeah, that crowd got huge over the years.
 
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