JF Martin, on Apple’s latest holiday ad:
On many occasions, parents will give the kids an iPad in order to… calm them down. These little girls certainly seem to move some air around them. Apple wants us to believe these moments become an opportunity for creative expression. Maybe. But this parenting behaviour is far too common in our society. Sure this same thing happened before the iPad. Parents would put us in front of a TV show or a movie so we can give them some relief. Yet, with the iPad, it is even more common because of the device portability. I see this as setting our kids aside from our society, our reality. They no longer learn from their parents, they learn from the Internet.
This was my exact reaction to the ad as well. The ending is quite heartwarming, but all of the moments leading up to it gave me pause. The parents sure seem to push the iPad on these kids a bit more than I would prefer.
Comparing this new ad to, what I consider to be, the best ad of all time. Which was released by Apple in 2013 and has a similar spirit to this new one. The teenager in the 2013 ad isn’t being pushed toward using devices, he uses them as a way to express himself and share memories with the family. It isn’t a result of parents occupying his time, it’s something he wanted to do.