New Apple Watch Series 4 Ad Promotes the 'Freedom of Cellular'

Discussion in ' News Discussion' started by MacRumors, Feb 20, 2019.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple today released a new Apple Watch Series 4 ad named "Flight" that promotes the "freedom of cellular."

    Directed by Jonathan Glazer, the one-minute spot shows a woman running on a windy day when a gust suddenly elevates her into the clouds, where she dances freely in the air before falling back into a lake surrounded by mountains. She then receives but declines a call on her Apple Watch Series 4.

    Glazer, an award-winning British director, worked with World Champion air dancer Inka Tiitto to choreograph the performance and bring to life the feeling of freedom and weightless movement, according to Campaign.

    The ad will premiere during the 2019 BRIT Awards tonight in the United Kingdom.

    Article Link: New Apple Watch Series 4 Ad Promotes the 'Freedom of Cellular'
  2. Shanghaichica macrumors G3


    Apr 8, 2013
    I wish my carrier would give me the freedom. Maybe in September.
  3. bigboyz12000 macrumors member


    Jan 2, 2011
  4. otternonsense, Feb 20, 2019
    Last edited: Feb 20, 2019

    otternonsense macrumors 65816


    Jul 25, 2016
    I know advertising is meant to be aspirational, but damn.

    All of that because she jogs without her iPhone in her pocket?
  5. testcard macrumors 68040


    Apr 13, 2009
    Northumbria, UK
  6. nvmls, Feb 20, 2019
    Last edited: Feb 20, 2019

    nvmls macrumors 6502a


    Mar 31, 2011
  7. iGeek2014 macrumors 68020

    Jun 29, 2014
    === Nowheresville ===
    And only EE and Vodafone customers can take advantage of it in the UK...
  8. Relentless Power macrumors Penryn

    Relentless Power

    Jul 12, 2016
    Here is my Qualm:

    I actually could justify using LTE with the Apple Watch, however, I can’t justify the $15 it will cost me additionally on my carrier bill month with the added fee of $10 and taxes, and to me, that’s more than I’m willing to spend just for the sake of having some notifications and other features. I really would like to see Apple and the carriers corroborate to implement some type of plan that would be more attractive to the user.

    If you think about how expensive cellular monthly bills are already, and then you add another $12 to $13-ish on top of that, that’s not very attractive for something that somebody may infrequently use with the LTE function. I know it has its advantages for taking a call and leaving your phone behind, or streaming your music to your AirPods, etc. but I still wonder if the consumer wants to spend this type of money for something that they may not rely on as much as they think. And I think the additional cost can be offputting to want to take advantage of the LTE capability.
  9. miniroll32 macrumors 65816


    Mar 28, 2010
    I would say "If only Apple would portray the real world", but the last time they tried, they had a hipster child with a £800 iPad asking what a computer was...
  10. AngerDanger, Feb 20, 2019
    Last edited: Feb 20, 2019

    AngerDanger macrumors 68040


    Dec 9, 2008
    I think Apple is setting up their own extended universe akin to Marvel’s. In the AirPods ad, we had the guy who could dance on walls, the HomePod ad had a woman who could shift space and duplicate herself, and now we have a flying chick. I can’t wait for the next installment!

  11. cyberlocke macrumors regular


    Mar 23, 2009
    Did I see that right? Was it touting the freedom to not accept calls—calls that she's paying ~$10/month to receive?
  12. unclemax macrumors regular

    Sep 25, 2015
    They’ll probably come up with the same prepaid model they have for tablets / cellular modems for laptops i.e. pay this much and have this much data available for a week / month.
  13. badatusernames macrumors member


    Jul 1, 2018
    Wish my carrier would support this but alas I don't live in a 'developed' country.
  14. unclemax macrumors regular

    Sep 25, 2015
    I think every Apple user is somewhat an X-man (or woman), ha ha, me included of course. What’s the name of this super-ability when you can pay more than a $1000 for a smartphone?
  15. lunarworks macrumors 65816

    Jun 17, 2003
    Toronto, Canada
    I too would probably reject a call from work if I were just picked up off a mountain by the wind, tossed around like a plastic bag, and thrown into a lake. Gotta take a few minutes to absorb all that.
  16. BeyondtheTech macrumors 68020


    Jun 20, 2007
    Woohoo, freedom of cellular! Still requires an iPhone to set up and pair to. Maybe watchOS 6 will make the Apple Watch fully independent, or maybe it will require a Series 5 Watch to do it.
  17. Malcster macrumors 6502a

    Apr 26, 2005
    Bristol, UK
    The Series 4 is right up there with AirPods for me as one of the best products they've made in a long time, I leave my phone at home now when running, music streaming, exercise tracking, messaging and making/taking calls on the move is a breeze with it.
  18. mrex macrumors 68040


    Jul 16, 2014
    Not going to pay extra to be able to talk via watch - i already have a phone, and when exercising nothing is so important that i have to answer to a call. If i know that i must be able to answer, i can carry my phone with me.. otherwise, the phone stays at home when im out.

    Until i can replace my phone with a watch entirely, then i can get a cellular version of the watch and ditch my phone...
  19. Khedron macrumors 6502a

    Sep 27, 2013
    Woman has a midlife crisis and falls into a deep depression.

    She tries exercise (and consumerism) to help with it but is overwhelmed by feelings of fear and lack of control.

    She decides to attempt suicide by drowning and for a brief time feels she has regained control.

    She fails in her attempt and continues to shut out her friends who call to help her.

    Weird ad.
  20. macguru212 macrumors 6502


    Apr 17, 2009
    I have a better one: The freedom of not wearing a watch because I don't really need one nor want one.

  21. Hastings101 macrumors 68020


    Jun 22, 2010
    And here I had just complimented Apple on really improving their advertising lately
  22. jazz1, Feb 20, 2019
    Last edited: Feb 20, 2019

    jazz1 macrumors 68000


    Aug 19, 2002
    Mid-West USA
    I did like the ad, but I'm not sure what it was communicating other than I don't need my iPhone with an Apple Watch. But then the woman doesn't take the call ;) Kinda trippy video. Maybe it was her pharmacy calling ;)
  23. ricktat macrumors 65816

    Feb 18, 2013
    My freedom in included me cancelling my cellular on my watch after my 3 month trial again.

    3 times used ever without my phone.. Series 3 and series 4 use combined.
  24. snowboarder macrumors 6502

    Jun 9, 2007
    Weird + execution is very disappointing for Apple and Glazer in 2019.
    Avoiding 2 key moments of transitions (take off and landing). Average green screen,
    average editing. No color correction effort (the beginning and ending could be much
    more beautiful. Confusing message - freedom of cellular = NOT picking up (?).
  25. wigby macrumors 68000

    Jun 7, 2007
    They shot two different endings. They were expecting the ending where she took the call to get the best reaction from the test audience but everyone probably asked why she would take a stupid call after having a transcendent experience and ending up surrounded by amazing nature.
    --- Post Merged, Feb 20, 2019 ---
    I agree the take off was lacking. I was expecting more walking on air turned into air dancing.

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