“There are two camps gathering in reaction to the new Apple Christmas spot: one faction represented well by my own editor, Jennifer Rooney, in her, ‘The iPhone ‘Misunderstood’ Christmas Ad Is A Sad Commentary On Culture And Does Apple No Favors;’ the other represented by fellow Contributor, Mark Rogowsky, ‘Apple Offers Up 90 Seconds Of Magic, Just In Time For Christmas,'” Will Burns writes for Forbes. “I think they are both right, and that’s exactly why this spot works.”

“I am a parent of three and share Rooney’s view that our culture needs to be careful about screen time and overdoing it. And I’m quite sure she’s not alone. This view has become the parental conventional wisdom these days,” Burns writes. “Saturday night when you’re at a Christmas party, listen. I guarantee someone will bring up the topic of their kids and how hard it is to get them off their mobile devices. Heck, I have a nephew named Owen that my sister calls “Glowin’ Owen” because his face is always aglow with the light of his iPhone.”

Burns writes, “Apple is clearly aware of this negative social undercurrent. Moms and Dads are powerful, after all. And Apple created this spot to address this social issue directly.”

Read more in the full article here.

Related articles:
Apple’s ‘Misunderstood’ Christmas ad is a sad commentary on culture and does Apple no favors – December 17, 2013
Apple debuts touching new ‘Happy Holidays’ TV ad (with video) – December 16, 2013