There have been few actual surprises on the Apple occasion on Tuesday since a lot had been leaked beforehand. The model introduced iPhone 15, Apple Watch Collection 9 and Apple Watch Extremely 2. However there was additionally a continuing theme all through the presentation. Greater than ever earlier than, Apple was placing a whole lot of emphasis on its inexperienced credentials.
References to decreasing environmental influence abounded by way of your entire presentation, from the alternative of leather-based with a brand new signature FineWoven materials in Apple Watch straps and iPhone circumstances to repeat mentions of the purpose to attain a web zero carbon footprint by 2030. However the largest part on the subject was a brief comedian movie starring Octavia Spencer as Mom Nature, which was maybe essentially the most entertaining a part of the entire occasion.
The five-minute movie reveals Mom Nature grilling Apple execs on the progress that Apple has made on its environmental aims. The writing is witty and the execution is an assured piece of branding and filmmaking turning what might have been a dry Powerpoint (or Keynote) presentation into an entertaining phase that was more likely to maintain folks watching.
Refreshingly, Spencer takes a sceptical view of the model’s guarantees, suggesting that Apple recognises that it could be accused of greenwashing (though the video itself has been accused of the identical factor). Whereas not all manufacturers can name on the calibre of writers that Apple has readily available, introducing this slight vulnerability in such a assured approach might set the usual for others to observe.
The most effective piece of (model) content material I’ve ever seen. Actual tangibles, specializing in scale and timeliness. Clean tie again to the product. Deliciously witty. Perfection. No notes. Bravo Apple. pic.twitter.com/srRZCd28KDSeptember 12, 2023
Many viewers applauded the video on social media, together with McDonald’s head of social media Guillaume Huin, who described it as among the best items of name content material he is ever seen and that it will likely be “a benchmark for a lot of corporations transferring ahead”. Others agreed, commending even Prepare dinner’s appearing
“The most effective sustainable advertising and marketing tales made,” wrote Alvaro Bendrell, who works in digital comms at Enel. “Humanizing the advanced jargon round local weather motion plus including humor so on-brand. “Firms will attempt to replicate this however come up quick, another person wrote. “There’s a layer of vulnerability right here that works VERY nicely. Tim trusts his groups and his creatives.”
Nevertheless, others mentioned they thought the video was cringey or had been sceptical in regards to the sincerity of Apple’s message. “Questioning how mom nature feels about mineral extractions. She forgot that query,” one particular person wrote. Apple’s movie additionally recollects a really completely different video of a boardroom state of affairs launched earlier this yr by the cellular investing app Fennel primarily based on transcripts from a sure restaurant model’s AGM.
To recap on what occurred in the course of the occasion, see our Apple occasion weblog, which was operating dwell by way of the presentation. And for one of the best costs on Apple merchandise, see our roundup of one of the best Apple offers.
