Apple’s Latest Ad Pushes Design Unity


A new iPhone 5C advertisement titled “Designed Together” emphasizes the synthesis of Apple’s (NASDAQ:AAPL) hardware and software design. The ad highlights the many congruencies found in the iPhone 5C’s exterior design and the various elements in the new iOS 7 operating system.

According to the ad, the circles found on the iPhone’s touchscreen dial pad are meant to resemble the circles found on the back of the device’s silicon case. Other portions of the ad emphasize the similarities between the colors of the iPhone 5C’s casing to the colors of various icons found in iOS 7.

The Cupertino, California-based company’s latest ad appears to reiterate the message Human Interface Design Chief Jony Ive conveyed in a video that introduced the iPhone 5C at Apple’s September 10 media event. “We believe the iPhone is an experience,” Ive said in the video. “An experience is defined by hardware and software working harmoniously together.”

While Ive explicitly states Apple’s goal of “dramatically blurring the boundaries” between hardware and software, the iPhone 5C promotional video demonstrates this fact by visually conveying the similarities between the two. Instead of using a voiceover, Apple’s new iPhone 5C advertisement features an electronic music soundtrack.

Apple began offering the iPhone 5C via preorders September 13 but declined to release any preorder numbers. The new iPhone 5S and iPhone 5C models will hit stores Friday morning at 8 a.m. local time. Here’s how Apple traded over the past five sessions.


Follow Nathanael on Twitter @ArnoldEtan_WSCS

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