Apple Intro Video - Perspective

Since last year Apple started the habit of kicking off events with an introduction video that talks generally about the company and its motivations. Last year's one called "Intention" received critical acclaim both for the message and for the design. It was close to 90 seconds long and kind of hit the right chord. This year, at the new iPhone and the Watch event, Apple showcased another such videos, called "Perspective". This was almost three minutes long and tried to create a similar vibe as the last one, but I think fell short.

Apple's latest intro video for the iPhone and the Watch unveiling even on Tuesday called "Perspective" (Source: Apple's official YouTube channel)

Apple's latest intro video for the iPhone and the Watch unveiling even on Tuesday called "Perspective" (Source: Apple's official YouTube channel)

Apple's last year intro video called "Intention" (Source: Apple's official YouTube channel)

Apple's last year intro video called "Intention" (Source: Apple's official YouTube channel)

There were a couple of issues with this video, one that it was too long and because of its length some things that were said (or showcased) seemed a little too vague. Don't get me wrong, most of it was true and apt, like when the video stressed than Apple doesn't care about being the first in doing anything, it cares about being different in a better way, and are relentlessly optimistic about being able to change the world, etc. But when the video is almost twice as long as the last time, and it appeared as though Apple had to fill in with phrases that could have been avoided. 

This video was too long and because of its length some things that were said (or showcased) seemed a little too vague
This time though the video is almost twice as long as the last time and it appeared as though Apple had had to fill it in with phrases that could have been avoided. (Source: Apple's official YouTube channel)

This time though the video is almost twice as long as the last time and it appeared as though Apple had had to fill it in with phrases that could have been avoided. (Source: Apple's official YouTube channel)

The second one oddly (as Apple is known for its design focus in anything it does) was with the design elements in the video itself. The last one, "Intention" was cleverly designed with graphics that were fluid, modern and kind of jived well with iOS 7 that was unveiled in that event. But this one was weird from the beginning. First of all it relied on using a kind of illusion of seeing different things in a room at different angles, that were total gibberish when viewed from one angle but made a coherent statement when viewed from the right angle. This is not a new technique by any means but that doesn't stop anyone from insinuating Apple, that it ripped off their idea (via MacRumors). But other than that, I felt that some of the colors and schemes used appeared garish and un-Apple like, I would almost say a little ugly, like the ones shown in this post! Anyway these are marketing materials and like Ads some of them strike the right chord (Apple's holiday-themed 'Misunderstood' iPhone ad wins Emmy for 'Most Outstanding Commercial' - via AppleInsider) while some flop miserably. There is nothing more to this than a lesson learnt for Apple to take away, I think.  Also though I have heard a lot of people echoing the same sentiment about this video as mine around the Internet, I am sure there is at least one person out there who loved this video and that is perfectly fine, as after all beauty (and design) is in the eye of the beholder! 

Some of the colors and schemes used appeared garish and un-Apple like
Some of the colors and schemes used appeared garish and un-Apple like (Source: Apple's official YouTube channel)

Some of the colors and schemes used appeared garish and un-Apple like (Source: Apple's official YouTube channel)