Apple is known for designing products that elicit strong emotions. They rebranded the personal computer and made it colorful and fun. Last night I began thinking about how they are playing towards your emotions with the iPhone 4 and how they do it better than anybody else, especially for a product that is essentially a cell phone.
The driving force behind me thinking about this is the video for the new iPhone 4 feature Facetime. The other night I showed my parents the video and as they watched smiles formed across their faces and stayed there through the entire video. I showed the video to my sister this evening and she felt strong emotions toward the scene where the husband/future-father was seeing a sonogram live via a cell-phone. Her reaction was of sadness. I think we could all find a situation in the video where we could replace the actors with ourselves quite easily. The music, a Louis Armstrong tune, is even perfect for the video’s theme. It does not distract you from the images that flow across the screen but greatly enhances the emotions you feel while watching them. Even when you take a look at the more technical video of the iPhone 4 you feel strong emotions. You are drawn to the beauty of the device and the excitement from the people in the video transfer to the viewer. The iPhone 4 marketing material is warm, inviting, and emotional.
This is the exact opposite of every other smartphone commercial out there. When you see the Palm Pre commercial you’re greeted with a creepy looking woman that looks like that might be a Borg Queen. When you look at any of the Droid commercials you’re presented with cold, hard, emotionless machinery. I don’t know who thought that these smartphones should only be seen as a tool and not something that should be part of our daily lives, but whoever they are, they need to be fired. Apple’s people did it right.