Apple airs new ‘Dilemmas’ iPhone ad (with video)

“You know that age-old dilemma, ‘Where should we eat tonight?'” the voiceover in Apple’s new iPhone ad “Dilemma” begins.

The ad then goes on to show how the Urbanspoon app from Apple’s App Store works. “That’s the iPhone, solving life’s dilemmas one app at a time.”

See the ad in higher quality via here.

[Thanks to MacDailyNews Reader “Chuckles the Microsoft CEO” for the heads up.]


  1. The app I’m working on for the iPhone is Domesticspoon. Designed for these troubling economic times, it displays with a shake all the choices you have in your cupboard: beans, lentils, ramen noodles, macaroni and cheese…

  2. It’s not political correctness. It’s pure pompousness and politician speak: Never use a one-syllable word when three will do.

    It exploded in the ’20s with Madison Avenue (never, ever say “buy”, say “try”, then crept into the population. Power outage instead of power failure (Never, ever say failure.) As you pointed out, dilemma for issue (never, ever say problem).

    And obfuscate, obfuscate, obfuscate.

    Which way to the egress?

  3. Urban Spoon looks like part of its appeal comes from the viral aspect of it, where people vote on restaurants, so the more people that use it, the better it becomes.

    Looks like a neat app, I’ll have to check it out.

  4. Wow, so now anything that isn’t is monosyllabic is “pure pompousness and politician speak”?

    How are any of the words in question even remotely fancy or obscure unless you were educated in Hicksville, TX or something?

    dilemma |diˈlemə|
    1 a situation in which a difficult choice has to be made between two or more alternatives

    issue |ˈi sh oō|
    1 an important topic or problem for debate or discussion : the issue of global warming | money is not an issue.

    problem |ˈpräbləm|
    1 a matter or situation regarded as unwelcome or harmful and needing to be dealt with and overcome : mental health problems

    Do you see how there is a difference between these terms and what they imply, or do you insist on conflating terms and then have the gall to complain that there are two many words used for the same thing? Issue, problem, and dilemma all have distinct (although, granted, similar in some respects) meanings, and have nothing to do with “political correctness” (by the way, about 90% of all instances of what people claim is political correctness is just BS made up because people like to complain).

    Apple used exactly the right word for the situation: a dilemma, as noted above, is “a situation in which a difficult choice has to be made between two or more alternatives”, which is exactly what happens in the video; the app helps make that choice.

  5. @ @Mark S,

    I hate political correctness, but I agree with your assessment here, this was not an issue of political correctness, and dilemma is a perfectly appropriate word.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.