This Apple holiday ad is remarkable. I began by seeing a boy disconnected and self-absorbed. I finished seeing a young creative committed to his own vision and art using nothing more than an iPhone.
The ad challenges our dystopian assumptions about technology and its seemingly natural ability to disconnect us from one another. A digital tool’s capacity to capture, connect, empower and move us to tears is too often overlooked.
(For more about our assumptions about technology, see Rage Against the Machine and iPhone Attribution Error.)