Animation: Apple's new promo boasts some really nice touches
If your Twitter feed’s anything like mine, last night it would have been dominated with breathless reactions to Apple’s iOS7 launch. That’s not to say it was all positive; Apple’s way of talking about its products can split opinion and we’ve previously posted two very good spoofs in the form of this cider promo and this chewing gum spot.
But there can be no denying that this is the big design story of the week and alongside its much-anticpated launches, Apple also released two of its own promos including this animation. You may well either lover it or hate it, but there’s some really nice touches and the overall message is one that will resonate with many.
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.