Many are frustrated with Apple's latest iPad ad.
It's like a magic effect without thesplendour，苹果备受关注的广告展示了整个舞台上充满创意工具和乐器的场景被折叠成一块薄薄的触摸玻璃。
In "X," former Apple researcher Sterling Crispinmake fun of: "Crushing symbols of human creativity and cultural achievement to appeal to professional creators is nice. Maybe for the next generation of Apple Watch Pro, you should crush sports gear by showing a robot running faster than a human and then turning to the camera and saying, 'God is dead, we killed him'."
In another Apple commercial, a man dressed as a Mandalorian walks down a street, marching to the beat of his own music, straight through the reflection of a mirrored building while passing a group of men in suits without pause. Outside of the society we know, we see and hear the first clips of Disney intellectual property being worn on others in the Apple universe. Finally, confronted by a crowded group of like-minded Star Wars fans, the Mandalorian pulls from his belt aniphoneNavigate directly to their clan.
You didn't see Apple's response to Beat Saber and Facebook? OK, I get it. Neither ad is for gaming or visionOS, and they don't mention VR or AR, so I guess it's easy not to see the connection. But is the phrase "find your friends" a fairly direct statement in opposition to the $100 billion Facebook's Mark Zuckerberg has invested in new computing platforms over the past decade?
Another ad actually shows theVisionProIn a real-world use case-flying through the air and watching an Apple-added subscription to a Napoleon movie-that virtual screen is mostly bigger than a first-class cabin. In fact, the screen is larger than some movie theater screens, and the picture is probably brighter, too.
Invisible? This product sells for $3,500. Instead, it's: "A movie theater. Wherever you are."
Frank Casanova, longtime director of product marketing at Apple, was in the ProRetired after the launch.According to Bloombergreports that WWDC is coming next month to reveal the company's next steps. Meanwhile, Apple introduced the gyroscope-equipped Pencil Pro in last year's AirPods Pro upgrade after supporting ultra-low-latency audio to Vision Pro.
Many were dismayed to see all those beautiful creative tools of the 20th century so gleefully destroyed by Apple's marketing department. And many believe that Apple CEO Tim Cook is ready to give up on its spatial computing efforts just a few months in. Or maybe Cook is ready to give up in a fight withMetaThe competition of doing everything possible?
Apple may not use terms like AR or VR often, but you can still see glimpses of the bigger picture in these ads. Overall, Apple's vision for the future of its computing platform for VR and AR services is just beginning to emerge.
Continuing with the magic analogy, Cook made a "promise" earlier this year with the launch of the Apple Vision Pro, ads that show us the "twist" in the disruption of creativity, work and travel. These ads challenge whether 20th century tools and societal norms are really our best option, and the discomfort you feel when you see it coming your way is intentional.
"It is not enough to make something disappear; you must bring it back."
That's why everyone, even Metamates or Apple detractors, are waiting for the "splendor" of the third act of this particular magic show.
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