Apple Playing with Perspectives

I love optical illusions, and Apple has recently released ‘Perspective’, which is a short film using optical illusions and typography to present the values of “creative” innovation associated with its brand. 

This is the text in the short video:

“Here’s to all those who have seen things differently. The ones who follow a vision, not a path. Where others perceive first as valuable, you value the first thing that actually matters. While others are distracted by the new, you focus on the significance of a whole new take. Even before you could see how, you never doubted we would change things. And then we did change things together again and again. Relentless optimism is what moves the world forward. So keep seeing things differently. Keep trusting theres is always another way, a better way, a bigger way. One that lifts up humanity, breaks down our barriers and heals the landscape. You are the difference between the world as it was and the better place it will become. And being different is the one thing about us that will always be the same.”

How “creative” Apple has been can be discussed since they have received some critique, some say it can be seen as a copy of OK Go’s music video “The writing’s on the wall”. The band seems to think its plagiarism, and its manager, Andy Gershon, say they are weighing its legal options (http://www.businessweek.com/articles/2014-09-09/ok-go-apple-ripped-off-our-video-for-the-iphone-6-event). Judge for yourself:

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8 Responses to Apple Playing with Perspectives

  1. Hariod Brawn says:

    Clever stuff; in both cases. Still, the Apple video contains a few maggots at its core. I find the projection of their corporate identity mildly nausea-inducing myself. The self-proclaimed apotheosis of Steve Jobs seems still to persist and permeate their entire culture, and with it the erroneous suggestion that God’s don’t design mistakes; they’re too smart for that – or so they’d have their devotees believe. I might buy one of their computers again – my last was an antediluvian ‘Quadra’ – once they come down from the heavens, start paying some taxes rather than avoiding them, and owned up to their not being a pantheon of demi-gods, but just ordinary folk who make phones and stuff. I doubt that will ever happen though.

    Yours cynically, yet with thanks nonetheless.

    Hariod.

  2. diplopi says:

    I used to be an Apple fan myself, but now I’m looking more at the PC and android market. Even though I’m not quite sure other companies are any better. As you mention, the way Apple present themselves is mildly nausea-inducing. A profitable company that survives over time is probably a company that is better than its competitors at (among other things) tax-avoidance strategies, and thereby maximizing profits for shareholders. But the other companies are at least not portraying themselves as saints with a ‘me-so-holy new age message’ that make you sick to your stomach.

    • Hariod Brawn says:

      Phew! I’m pleased to hear I’ve not antagonised an Apple nut 😉 with my comments! And I apologise for not focusing on the optical illusions themselves, though I’m not qualified to make a useful contribution here, especially to one such as yourself.

      Very best regards.

      Hariod.

      • diplopi says:

        No worries 😉

        Another thing about OK Go’s video is that they initially asked Apple about a collaboration, which Apple turned down. After the release of the music video Apple hired the producer and apparently asked him to more or less copy OK Go’s idea… so much for “seeing things differently”, as they proclaim in their own video…

      • Hariod Brawn says:

        Oh wow. Then my cynicism is vindicated.

  3. diplopi says:

    Plagiarism is said to be the sincerest form of flattery B-)

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