Apple released its new television ad for Apple TV today. The concept is beautiful, and features a television test bar pattern motif that serve as windows to some of the featured titles and programs available on the platform.
While the spot is mesmerizing to watch and artfully executed, I feel like it isn’t really representative of what the ad claims this is: The Future of Television. All of the snippets highlighted in the commercial are shows and movies we’re familiar with, that are already readily available on apps and platforms we’ve been using for years. And on top of that, it feels awkwardly repetitive. Granted, there are brief glimpses into what Siri can do and what kinds of apps lend to interactivity (such as the Gilt app and games), but they come late and don’t seem deliberate. I feel like this is another contrived attempt to merge existing technologies into something we don’t need (ahem, the Apple Watch) and claim that this is the next big thing.