In the age after their founder’s passing, Apple seeks to remind consumers about its true brand values.
The ad is a piece of brilliant marketing, mimicking the simplicity of the Apple products themselves. The video is a montage of everyday events: listening to music on the subway, texting your best friends, studying on your laptop and taking a simple photograph. The Apple products are never in focus, never at the forefront of the video just as the manifesto says,
You may rarely look at it, but you’ll always feel it. This is our signature, and it means everything.
The video highlights the ubiquitous influence of Apple and its principles on our daily lives, establishing itself as a company that dominated the past decades and continues to grow strong.
Apple’s print ad presents their design manifesto as a piece of poetry to reference the art of creating such devices.