iPhone XR ad promotes smartphone addiction as a way of life?

Found via Hannah while working away, Latest iPhone XR ad promotes smartphone addiction as a way of life, and that’s bad
I hadn’t seen these Apple adverts but yes this isn’t good and strange for a company who was pushing for time well spent a while ago.

If you are affected by any of this, I would recommend having a look at my guide to take control of your smartphone and likely improve your phone and personal batteries

We should all believe in better masculinity

I never got the chance to write about the Gillette advert and the absolutely insanity of the outcry by some men around it. Theres a ton of discussion, press and frankly shouting about it.

The best commentary/deconstruction I found of the debate is from Dr Nerdlove.

I released a video where I touched on the fact that Gillette released a new commercial that directly addressed toxic masculinity, asking men to do better and the reaction that a lot of people, mostly men, had to it.

As it turns out, I have a lot more to say about it because, well, it’s made people lose their goddamn monkey minds. This is an ad that is literally just saying “hey, men can do better” and people are acting as though this was the announcement that XY chromosomes have been made illegal and having chest hair means that you’re going to get rounded up to camps.

When I first saw the advert I felt impressed by the tone and expression.  Yes they must have known calling out toxic masculinity was going to have a big backlash but they did it anyway. Hopefully knowing how important it is.

The accusation that this is an attack on men and manhood is kind of absurd on its face. Because we see a lot of traditional positive masculinity in here. We see dads barbecuing over the weekend with their kids, dads propping up, teaching and encouraging their sons, nurturing their daughters. We see the guys calling out bad behavior and ending fights and showing respect for others. And we see fathers protecting other people and — importantly — teaching their sons to be brave.

It’s a little disingenuous to say that this is an attack on men when the point of the entire ad is all but literally spelled out for you:

We believe in the best in men.

If I was to add anything else to the advert it would be Tony Porter’s words.

My liberation as a man is tied to your liberation as a woman

Apple have lost the plot

iPad 2 as a Video Camera

I have been meaning to write about those disgusting Apple adverts (yes disgusting, I was almost sick in my mouth when I first saw it) but been so busy, then Maggie reminded me at Hacked.io about what I wanted to say.

Fast Design write up pretty much how I feel

Watch the ad closely for me. As we’re told that products are what matter, we see a series of shots in which people actively turn away from life to engage with their technology.

  • A woman closes her eyes on the subway to soak in electronic music.
  • A room of students looks down at their desks instead of at their teacher.
  • A parent and child cuddle, focused on a screen that’s so powerful it illuminates the kid’s face.
  • A couple kisses in the rain, then immediately turn away to look at a phone.
  • A tourist opts to FaceTime instead of bathing in visceral, smoky yakitori.

In what should be a warm, humanizing montage, people are constantly directing their attention away from one another and the real, panoramic world to soak in pixels. They’re choosing the experience of their products over the experience of other people several times in quick succession. And Apple has a warm voice in the background, goading us on.

Now I’m fully aware most adverts are like this but frankly for Apple, this is bad bad news.

On top of that, the fact Apple are advertising this factor, is worst still. So much for creativity…!

Just to be clear the best adverts in this class were the Orange adverts, which never showed the actual device but rather the effect of the device. Now unfortunately Orange or rather EE have switched to another style which isn’t much better than most.

The technology should be the glue not the end point. However Apple want you to marvel at there devices. I’m not certain when this changed but its certainly changed for the worst.

Have to be clear I’m not against devices, heck if you follow this down the line you can end up somewhere with Sherry Turkle.

Our devices and software are great but I have to echo some of the thoughts about using your mobile while dating and dare I say it, some of the Orange Cinema adverts. Don’t let your device get in the way of a great time. No matter how pretty it maybe.

Its not going to take 20 years… Its outdated and shockingly backwards already…