June 16, 2013

“Making a difference. One app at a time.”

This piece from Apple is the best kind of advertising, and damn if it isn’t beautiful, informative, and moving. (Tell me the kid becoming verbal doesn’t grab your heart & I’ll check you for a pulse.)


Posted by John Nack at 8:19 AM on June 16, 2013


  • Victoria Bampton — 9:20 AM on June 16, 2013


  • cosmo — 9:38 AM on June 16, 2013

    A very professinal piece of work. And yet fundamentally dishonest. It implies that the benefits of American advanced technology simply fall from the sky and benefit the worthy. And of course this isn’t true. High tech is expensive and someone had to foot the bill in each case. Who, exactly, in this clip is paying for the life-changing technology on display? Are the developers profiled doing this on a non-profit basis? If so, hats off. This isn’t discussed but it would seem that government, in some form or another, must be picking up the tab for all this. And that’s fine by me, that’s exactly its role. But global corporations really don’t want to speak of this and prefer to imply that we can all benefit from their products and services by osmosis. Sure, there’s “an app for that.” But only if there’s a “government programme for that.” So let’s not kid ourselves about who to really thank for such initiatives. The benevolent free market? Or ourselves.

    [I think that Apple and developers alike can justifiably celebrate the emergence of both new hardware (highly portable, energy efficient, much more affordable than predecessors) and new software platforms (app stores that give hundreds of thousands of creators direct access to users, and vice versa). No one is saying that this stuff is free or that it solves every problem. It is, however, massively more accessible all around than what’s come before, and that’s transformative. –J.]

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