Comparing Apples to Apples?
The first thing that came on was this FANTASTIC VIDEO! It was immediately recognizable to me- as the band OK GO had just done the same thing for their song ‘Writing on the Wall’. I had assumed Apple must have hired the same company to make their video.
As AdWeek is now reporting- I was correct! However, it’s complicated by the fact that the band alleges to have pitched the idea to Apple a while back. This certainly isn’t the first time a brand has borrowed from a band. Definitely not the first time an innovative music video inspired a commercial using the same tricks. And for Apple- it’s DEFINITELY not the first time they’ve borrowed technology to make something that claims to be “Different”. Siri, as amazing as it is, was not even invented by Apple. It was a stand alone app- purchased by Apple, and then killed for everything below the IPhone 4S. I recall someone saying “I have that Siri app already for my iPhone”… followed a short time later by “it just suddenly stopped working!”.
So- innovation at Apple is not as innovative as we’d all like to believe.
Here is Apple's amazing video:
And here is OK GOs "Writing on the Wall" in case you haven't seen it: