Pixel Envy

Written by Nick Heer.

Stickers, Scratches, and Dings

Jeff Carlson:

What caught my eye, aside from the glimpse of the old six-color Apple logo at the end, was the fact that each sticker is clearly on a different, real machine. It would have been easy for Apple to position one blank MacBook Air in front of the camera and then digitally add the stickers. But no: each sticker is affixed to a different MacBook Air. You can tell by watching the bottom edge, which shifts slightly, and also by the scratches and dings that appear on some models.

Apple is getting better at showing their products in non-showroom condition. Consider the iPhone cases in the “… Every Day” ads, or the iPads in cases in the “Your Verse” spots. But these are super used MacBooks. They’re in worse exterior condition than my (admittedly babied) seven year-old MacBook Pro. But this is clearly how they’re intended to be used. I’ve heard a fair number of people complain about the use of aluminum, and how it doesn’t stay “perfect”. That’s the point.

Also interesting to note is the third-party customizability Apple is showing in a lot of their ads as of late. Whether it’s apps, or cases, or stickers, it seems like they’re getting more comfortable with the idea that people will use these products every day, and not necessarily with the default setup. (Though, I don’t think I’ve seen any ad that features apps that replace the defaults.)