Apple's 'Parenthood' ad features iOS-connected smart home hardware, parenting apps
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.
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.
Comments
iWateringly good observation.
My thoughts exactly........ What about the screen? Hmmmmmmmmm
4.7": water resistant.
5.5": waterproof.
Or the kid has been grounded for a month.
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.
...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...
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.
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?
This news brings water to my i's.
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.
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...
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.)
EDIT: just saw your joke comment. But my point still stands.