Designed by Billionaires in California, Assembled by Poor Laborers in China

User experience is front-and-center in this new anthem from Apple and TBWA\Chiat\Day.

I like that Apple is asking the fundamental questions. “Will it make life better? Does it deserve to exist?” Imagine where the ad business would be today if we applied that filter in our work.

But before I get caught up in Apple rapture, lets wrestle with this “Designed by Apple in California” signature to its knees. “This is our signature and it means everything,” the actor cries out. Sadly, this ruins the spot by reminding us what is left unsaid. Designed by Apple in California, assembled by impoverished laborers in China.

Previously on AdPulp: Offshore Tax Shelters A Problem For Apple, But Not The Only One

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.