From the now-legendary 1984 spot, with its Big Brother dystopia, to its 1990s mishmash of the "Crazy ones" who dared to "Think different," Apple has long branded itself as the cool, free-thinking alternative to the tech lemmings populating mass culture: Justin Long's hipster Mac to John Hodgeman's square PC. The problem, of course, is that Apple is the establishment now. Enter "Your Verse." Now that consumers are comfortable with computing on smartphones and tablets, Apple can dispense with the utilitarian ads that characterize most product introductions, like the ones that once smugly informed us that "There's an app for that." Much like Apple's earliest ads, "Your Verse" isn't selling a product so much as a lifestyle-a better way of living-but on a deeper level it reflects America's anxiety amidst a sluggish, jobless recovery. Last year, amid revelations about labor abuses at its Foxconn factories, Apple ginned up its "Designed by Apple in California" slogan-a chipper way of declaring, "No sweatshops here!" But Americans are still uneasy about technology's role in worker productivity, global supply chains, and outsourced employment, and whether Silicon Valley, on balance, giveth or taketh away in this brave new economy. Now, with "Your Verse," Apple is telling the American people that jobs are important, but they're not everything in life.
Source: THE NEW REPUBLIC
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