While it’s easy to pick on a company that gets so much right, Fast Company did a great job pointing out the problem with Apple’s ad shown above. The ad opens with the words:
“This is it. This is what matters. The experience of a product.”
The problem is that the ad should open with:
“This is it. This is what matters. The experience of a person.”
Apple should be showing how their products enrich the lives of their users by complimenting their lives. Instead the products are shown as the end, instead of the means.