How Apple's promoting its newest toys

  • Technology
  • September 10, 2014
  • StopPress Team
How Apple's promoting its newest toys

Apple's chief executive Tim Cook took to the stage this morning in Cupertino to launch the iPhone 6 (and its larger brother the iPhone 6 Plus) and the Apple Watch. It's put a selection of videos from the launch on its YouTube channel, including a cool (and slightly controversial) clip about Perspective, Jimmy Fallon and Justin Timberlake showcasing the new phones, a lengthy explainer from lead designer Jonny Ive and a clip featuring U2. 

The clip that kicked things off uses a style seen recently in an impressive Ok Go music video 'The Writing's on the Wall' and aims to give props to those who have always seen things differently (the band has claimed it's a ripoff and that they had approached Apple with the idea, but the band certainly didn't invent that technique and while it is exploring legal options, Business Week says it might not have any). 

In what could be seen as an internal version of the Mac vs. PC campaign, good pals Jimmy Fallon and Justin Timberlake compare phones (as well as their activity and diet). According to Apple Insider, it's not clear whether these spots are destined for broadcast or were made just for the launch, but they are labelled as TV ads on YouTube and they are 30 seconds long, so you would assume so. 


Ive discussed what makes a great product and why the iPhone 6 could be placed in that category in the six minute central showoff piece. 

The clip for the Apple Watch focused on the quantified self, and it showed off what it could do in terms of health monitoring (and integration with the iPhone). No doubt some of the existing players in that market will be quivering in their boots.  

U2, which has a long history with Apple, also made an appearance and finished off the presentation with a live performance. Punters can also get the band's new album Songs of Innocence on iTunes for free until October 13. 

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