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Apple's 'Parenthood' ad features iOS-connected smart home hardware, parenting apps

post #1 of 25
Thread Starter 
Apple on Sunday aired a new iPhone commercial focusing on the handset's ability to help parents teach, interact and connect with their children through various apps, some of which include connected smart home solutions.




The television spot continues Apple's "Powerful" series of ads touting the capabilities of its iOS platform, specifically how hardware and software can come together to augment everyday activities. According to reports, the latest run of commercials has been created by Apple's own in-house ad team, not TBWA's Media Arts Lab, which usually handles iOS product advertisements.

Set to "Life of Dreams" by Julie Doiron, Apple's "Parenthood" spot illustrates how the iPhone serves as a platform through which parents can teach, play and communicate with their children. Apps highlighted include teeth-brushing tutor MyTeeth, alphabet learning game DRAWNIMAL and pet tracker Pet Manager PRO. Apple also showcases first party titles including FaceTime for keeping parents connected with their children even when traveling.

More importantly, Sunday's ad is the first to prominently showcase so-called "smart home" hardware and apps, as well as two health-related products, that foreshadow the upcoming HomeKit and HealthKit features. When it debuts this fall with iOS 8, HomeKit will allow iOS devices to become a central control and monitoring hub for supported home automation hardware and software. HealthKit will work in a similar fashion for fitness devices, serving as a repository for quantified self and health data.

In the "Parenthood" short, featured smart home devices include Parrot's Flower Power Bluetooth-enabled smart plant sensor, while a father can be seen using Belkin's WeMo switch to remotely turn off a lamp using his iPhone.

Interestingly, Apple elected to advertise iOS home monitoring capabilities with Withings' Smart Baby Monitor and connected Withings WithBaby app rather than Dropcam, which previously held a spot on the Online Apple Store's "Our Favorite Accessories" list. The decision was likely a result of Dropcam's recent $555 million sale to Nest Labs, which itself is owned by Google.

As for health devices, the commercial shows a mother taking her child's temperature with the Kinsa Smartphone Thermometer, while another mother uses the Nike+ Running app on a stroller-mounted iPhone.



On its "Powerful" campaign webpage, Apple also includes a set of links to apps and music used in the "Parenthood" ad, something the company has been doing since a pair of iPad commercials ran in May.

With its most recent TV spots, Apple has been throwing a spotlight on apps and hardware that extend the capabilities of iOS. An ad in April showcased music and video creation apps, while a spot earlier this month touted fitness devices like the Misfit Shine.
post #2 of 25
The kid sprays them with water. That clearly means the next iPhone will be waterproof water-resistant¡
Edited by SolipsismX - 6/29/14 at 8:16pm

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post #3 of 25
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.

iWateringly good observation.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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post #4 of 25
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.

My thoughts exactly........ What about the screen? Hmmmmmmmmm
post #5 of 25
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.
Waterproof or water resistant?
post #6 of 25
Quote:
Originally Posted by Rogifan View Post

Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.
Waterproof or water resistant?

4.7": water resistant.
5.5": waterproof.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
post #7 of 25
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.

Or the kid has been grounded for a month.
post #8 of 25
Quote:
Originally Posted by jungmark View Post
 
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.

Or the kid has been grounded for a month.

three year olds are automatically grounded for 10 years.

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 #9 of 25
Quote:
Originally Posted by Benjamin Frost View Post

Quote:
Originally Posted by Rogifan View Post

Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof.
Waterproof or water resistant?

4.7": water resistant.
5.5": waterproof.

...waterproof down to 160 ft. It's also neutral buoyant, so when you see that great white shark you want to have a selfie with, just set the timer, point the iPhone at the shark and swim over for a shot the whole family will have to remember you by...
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #10 of 25
Quote:
Originally Posted by Macky the Macky View Post

...waterproof down to 160 ft. It's also neutral buoyant, so when you see that great white shark you want to have a selfie with, just set the timer, point the iPhone at the shark and swim over for a shot the whole family will have to remember you by...

It's possible that we are overthinking this...
post #11 of 25
Quote:
Originally Posted by mstone View Post
 

three year olds are automatically grounded for 10 years.


Then you let them out when they're thirteen? May as well ground them until they're out of the teens.

post #12 of 25
If this is an in-house production, kudos to the new team. Incredible ad.
post #13 of 25
Quote:
Originally Posted by Benjamin Frost View Post

4.7": water resistant.
5.5": waterproof.

Just wondering how you know this.

Is this Apple's answer to the Samsung as showing a kid watering a Samsung phone and another dousing it with flour?
post #14 of 25
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof water-resistant¡

This news brings water to my i's.
Send from my iPhone. Excuse brevity and auto-corrupt.
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Send from my iPhone. Excuse brevity and auto-corrupt.
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post #15 of 25

They need an app that compels the kids to PUT DOWN that iPad once in a while and GO OUT and play outside.

 

On a more serious note, what would be fantastic would be if Apple just offered a bundle of "good kids apps" to buy. 

 

That is, I point my iPad to the App store, tell them "give me the 3 year old configuration" and I get a bunch of 3 year old appropriate apps. And no in app advertising. 

 

This is what I need as a parent. Right now the kids share my account and they want various things they saw their friends play with, so the mix of apps on their iPads is crap. We have some good apps and some stupid games - I managed to finally delete Clash of Clans, or rather it deleted itself by having a mandatory update prompt - my kids don't have the password so they can't get past it and they just lost interest, which is great. Never should have allowed this on their iPad in the first place. 

 

Hmm... I sense a business idea. 

post #16 of 25
Quote:
Originally Posted by Fred1 View Post


Just wondering how you know this.
 

 

It is just a joke that stems from recent rumors that state that the supposed 4.7" iPhone will have some features handicapped when compared to the supposed 5.5" model.

post #17 of 25
Quote:
Originally Posted by SolipsismX View Post

The kid sprays them with water. That clearly means the next iPhone will be waterproof water-resistant¡

There were so many hints in that video, I don't think Apple has produced one like it previously. I liked the family tracking their 'lost' dog...

Where are we on the curve? We'll know once it goes asymptotic!
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Where are we on the curve? We'll know once it goes asymptotic!
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post #18 of 25
More apps and companies that Google will buy now that they've been featured in an Apple ad.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #19 of 25
This is a nice, chaotic slice of life ad that I would think would appeal to parents. It's subtle, but nice background.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #20 of 25
Quote:
Originally Posted by orthorim View Post

They need an app that compels the kids to PUT DOWN that iPad once in a while and GO OUT and play outside.

Do you feel the same when they're reading a book?

On a more serious note, what would be fantastic would be if Apple just offered a bundle of "good kids apps" to buy. 

Bundles are coming in iOS 8.

That is, I point my iPad to the App store, tell them "give me the 3 year old configuration" and I get a bunch of 3 year old appropriate apps. And no in app advertising. 

I agree. If you have the iPad set to only allow 3+ apps, it should only show those apps in the App Store.

This is what I need as a parent. Right now the kids share my account and they want various things they saw their friends play with, so the mix of apps on their iPads is crap. We have some good apps and some stupid games - I managed to finally delete Clash of Clans, or rather it deleted itself by having a mandatory update prompt - my kids don't have the password so they can't get past it and they just lost interest, which is great. Never should have allowed this on their iPad in the first place. 

Family Sharing should help you out in iOS 8.

Hmm... I sense a business idea. 
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
post #21 of 25
Quote:
Originally Posted by BestKeptSecret View Post

It is just a joke that stems from recent rumors that state that the supposed 4.7" iPhone will have some features handicapped when compared to the supposed 5.5" model.

I see. Sorry, didn't catch the humor.

Hope it's true though since Samsung is really focusing on their latest being waterproof in the new ad. (Though they don't actually show anyone using the device after its drenching! Hmmmm.)
post #22 of 25
Quote:
Originally Posted by Benjamin Frost View Post

4.7": water resistant.
5.5": waterproof.
No no no. Screw Apple if they force people who prefer a smaller display size to make a compromise. They didn't do it with the iPads last year, better not do it with iPhones this year. 1oyvey.gif

EDIT: just saw your joke comment. But my point still stands.
post #23 of 25
Quote:
Originally Posted by Rogifan View Post

No no no. Screw Apple if they force people who prefer a smaller display size to make a compromise. They didn't do it with the iPads last year, better not do it with iPhones this year. 1oyvey.gif

EDIT: just saw your joke comment. But my point still stands.

Your point is moot. You are getting irate over nothing.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #24 of 25
I can't shake this feeling that some of you are heavy Reddit users...
post #25 of 25
Apple has class.

Their commercials are always nice.
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