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Apple showcases 'Designed Together' iPhone 5c & iOS 7 in new ad

post #1 of 25
Thread Starter 
A new television advertisement touting the tight integration of Apple's iPhone 5c and iOS 7 has been posted to the company's official YouTube account.



The spot, which runs fifty-five seconds, highlights the design consistency between the iPhone 5c and iOS 7. Several design elements of the OS and hardware morph and blend into each other, beginning with Siri's new audio waveform user interface and touching on ? among other things ? new icons, the iPhone 5c's camera, iOS 7's redesigned Messages interface, the phone's signature colorful polycarbonate shell, and its available Apple-designed silicone cases.

Apple's marketing message for the iPhone 5c has centered around the synergy between hardware and software. In the device's introductory video, Apple Senior Vice President of Design Jony Ive ? under whom the design of both hardware and software was consolidated after the ouster of former iOS chief Scott Forstall ? says that Apple believes "the iPhone is an experience, an experience that's defined by hardware and software working harmoniously together."

"We continue to refine that experience, dramatically blurring the boundaries between the two," Ive continues. Craig Federighi, Apple's senior vice president of software engineering, is even more explicit: "iOS 7 is designed to complement the iPhone 5c beautifully," he said in the same video.

Continuing Apple's tradition of selecting up-and-coming artists for their advertisements, the spot is backed by indie-electronic duo Lemaitre's track "1:18." This is the second ad for the new device, following in the footsteps of 'Plastic Perfected' which was shown at Apple's September 10th special event.
post #2 of 25
Great! That's the kind of advertising I like.
post #3 of 25
Quote:
Originally Posted by bennettvista View Post

Great! That's the kind of advertising I like.

 

Me too! I think Apple is doing great. 

post #4 of 25

If the goal of advertising is to sell product this is the best Apple ad in quite a while. This will defiantly make the iPhone 5C seem appealing and will get young people wanting one.

Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #5 of 25
Me too!
Gaspingly beautiful and razorsharply consistent.
post #6 of 25
Great continuity between the OS and hardware.

That's what Apple is all about and it's something Samsung or Android will never be able to replicate.

Posted via iOS 7
post #7 of 25
It is only now that I get to glimpse the underlying ideas of the new design. I feel like Apple is showing us how to look better by limiting the colorpalette and extending textures at the same time. A subtle gift. Thanks!!!
post #8 of 25
Best commercial I've seen from Apple in a while.
post #9 of 25

Nice.  Notice Android phones NEVER bring up the OS in commercials.

The Android OS is like the ugly stepchild you hid in the basement.

post #10 of 25
Great ad. Apple sure is spending a lot of time focusing on hardware and software design collaboration. Kind of odd that they didn't really do that under Steve. I recently read a story from a former Apple industrial designer and he said when the iPhone was being developed they had no idea what the software looked like. All they had was a printed fake mockup that they pasted on to the hardware. 1eek.gif
post #11 of 25

Excellent! Very nice indeed.

Life is too short to drink bad coffee.

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Life is too short to drink bad coffee.

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post #12 of 25
Beautiful Funky Ad! I watched this a few times. 5C and iOS7 fit nicely together. This would have been a great Ad to show at the event last week.
post #13 of 25
Quote:
Originally Posted by blackbook View Post

Great continuity between the OS and hardware.

 

I actually far prefer the contrast between the 5S and iOS 7.

Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #14 of 25
That was fucking beautiful.
post #15 of 25

I love this ad.  Beautiful.  Cool.  Original.  And it sells something that Android can't dream about much less touch: the integration of software and hardware design.  WIN.

post #16 of 25
So iOS 7 was designed for the iPhone 5c... but not the 5s? Interesting.
post #17 of 25

Guys, shut up about Android. This is Apple Insider, not Android Insider.

Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #18 of 25
What an uplifting ad! Visuals conveying the message. This is the kind of ads they should make. Not the Hallmark ones. Great song - just bought the EP.
post #19 of 25
Makes me wants to get the 5c instead. But I'm looking forward to Touch ID.
post #20 of 25
Quote:
Originally Posted by queue View Post

Makes me wants to get the 5c instead. But I'm looking forward to Touch ID.
GET BOTH! *wink*
post #21 of 25
Quote:
Originally Posted by Rogifan View Post

Great ad. Apple sure is spending a lot of time focusing on hardware and software design collaboration. Kind of odd that they didn't really do that under Steve. I recently read a story from a former Apple industrial designer and he said when the iPhone was being developed they had no idea what the software looked like. All they had was a printed fake mockup that they pasted on to the hardware. 1eek.gif

 

Erm, you'll find that's because of the secrecy that Steve had the original iPhone developed under.

"We're Apple. We don't wear suits. We don't even own suits."
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"We're Apple. We don't wear suits. We don't even own suits."
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post #22 of 25
Wow that ad is awesome, very inspired work, way inspired. Wow wow.
post #23 of 25

This and a few other of Apple's recent ads have looked very design-y, focusing on line and color.  I suspect this is Jony's influence.  They're beautiful and clean.

 

But I do miss the wit and inspirational tone of Steve-era ads like "I'm a Mac, I'm a PC" and "Here's to the crazy ones."

post #24 of 25
Clever advert. One of their best in recent times. Software and Hardware in unison.

That's what Apple is all about.

Lemon Bon Bon.

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply
post #25 of 25
Quote:
Originally Posted by am8449 View Post
 

This and a few other of Apple's recent ads have looked very design-y, focusing on line and color.  I suspect this is Jony's influence.  They're beautiful and clean.

 

But I do miss the wit and inspirational tone of Steve-era ads like "I'm a Mac, I'm a PC" and "Here's to the crazy ones."

 

I hear what you say.

 
But Apple's products really speak for themselves.  (As demonstrated by the Mac Pro preview ad'.  Very different in tone from the iOS stuff.)  And good if the adverts now reflect this.  
 
Coupled with an Apple store...where people can get a hold of that 'clear message' and try one first hand?
 
Open and shut case.
 
Lemon Bon Bon.

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply

You know, for a company that specializes in the video-graphics market, you'd think that they would offer top-of-the-line GPUs...

 

WITH THE NEW MAC PRO THEY FINALLY DID!  (But you bend over for it.)

Reply
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