Apple debuts new TV ad ‘Our Signature’ (with video)

Apple has debuted a new TV commercial, “Our Signature,” which is now running on U.S. broadcast and cable networks.

The spot’s voiceover: “This is it. This is what matters. The experience of a product. How it’ll make someone feel. Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things until every idea we touch enhances each life it touches. You may rarely look at it, but you’ll always feel it. This is our signature (text: Designed by Apple in California.) and it means everything.”

MacDailyNews Take: “Unlike fscking Samsung and the rest of the tasteless schlock peddlers crawling around this planet.”

There, all finished.

Related articles:
Apple debuts new iPhone 5 TV ad: ‘Music Every Day’ (with video) – May 24, 2013
Apple debuts 60-second iPhone 5 TV ad ‘Photos Every Day’ (with video) – April 26, 2013


    1. It is classy. Very classy. But Apple has done “classy” many times before.

      I think what this commercial is all about is to remind people that Samsung is a fierce foreign competitor, and that Apple is a great American company.

      The key word here is the word California.

      Yes Apple has always printed “designed by Apple in California” on all of its product packages. But now they have 1) Added this ad plus 2) Talked-up their pride in living and operating out California (during the keynote), and 3) Named the new OS X operating system after the big wave surfing beach of Mavericks. It’s a meme.

      But it’s even more clever than that in my opinion. By invoking the name California, by creating an OS X background of a giant translucent surfing wave, Apple is harkening back to the innocence of the Beach Boys days.

      These were California’s glory days -a time when California represented all that was good and innocent about America and America’s motivations.

      In this multi-forked campaign Apple is invoking feelings of a warm fuzzy America, feelings that this is a great American company, feelings that this is a great American company that has great values and Is unwaveringly true to those values.

      So this commercial saying is that America is great, America has great values, we are a Great American Company, and Samsung is not.

      “And hey look, we’re building Macs in America again!”

        1. Apple is creating low paying and low skilled jobs in Austin, such as customer service etc., which is quite typical with Texas. Meanwhile it is adding 7,400 high paying and skilled jobs to Cupertino.

  1. This makes me proud to have supported Apple all these years, not because of this classy ad, but because I think they appear to be refocusing on what they do best, and I think that is a very good sign.

      1. Yes he did. SJ also narrated one version of it. The one that was released was the one narrated by RD. But some of us love the one narrated by SJ and argue that that should have been released.

        Does anyone have link to the one Steve narrated.

      1. Me too. Apples recent ads have really made me feel as if they aren’t trying to focus on bashing other companies, but trying to make the point that what their customers want is the most important. Unlike how the windows 8 tablet ad clearly bashes apple, and uses Siri’s voice tampered to say negative things toward apples device(s). I don’t know about you but Microsofts way of advertising doesn’t make me want some windows 8 thing instead of my wonderful iPad.

  2. I bet Sammy is installing a sign that reads “Design Dept” over the “Photocopier Room” at their Sunnyvale office. Countdown to “designed in California” on Sammy’s products…

  3. I like how Apple is now clearly stating that it’s DESIGNED by Apple and IN California (i.e. AMERICA).

    Everyone knows that everything is made in China, so for those apple haters to always bring up how everything is made in China can just suck it.

  4. This is proselytizing: converting people to the Apple imperative: our customers’ happiness with our products is our main driver, not share price, not product price, not market share, not Jim Cramer’s rantings, not hedge fund managers’ needs to steal from the retirement funds. This thinking made the greatest human endeavor the world has ever seen, there is no heaven and no hell. It is “Imagine” brought to life.

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