On June 10th, 2013, Apple Inc. released a short commercial on the state of their intent, their design & their mentality behind it. It says, "This is it. This is what matters. The experience of a product..." while showing lifestyle shots of children and adults actively turning away from the real world to interact with the artificial.

But they may have forgotten one thing: Design was never about the product, it was about the person. And more importantly, design was meant to enhance the world around us-- and not distract from it.

Normally, something like this would be completely forgettable, but it's hard to let go of as we've seen Apple become one of the most powerful software/hardware manufacturers in the world. It's even more difficult to sit back and accept what they say, especially when "what matters" contradicts something so primitive.

This short video has been made in response to that commercial.
It's not meant as an attack, but more of a caution.

The original commercial can be found here: youtube.com/watch?v=170fh2mvog0
For a nice article that helped spark this video, please visit: fastcodesign.com/1673020/in-20-years-we-re-all-going-to-realize-this-apple-ad-is-nuts

This was completed for a BFA senior thesis in Graphic Design at the University of Missouri - St. Louis.

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