Apple's 'Mother Nature' is a Cringe Catastrophe

Despot of Antrim・2 minutes read

Apple's short film "2030 Status Mother Nature Apple" released during the iPhone 15 event promotes environmental consciousness but faces criticism for lacking viewer engagement and ineffective corporate messaging, highlighting the need for more impactful and genuine efforts.

Insights

  • The short film "2030 Status Mother Nature Apple" released by Apple during the iPhone 15 event faced heavy criticism on social media, with viewers expressing dissatisfaction over its lack of engagement and ineffective corporate propaganda.
  • Apple's portrayal of Mother Nature as a body-positive, diverse character aimed at subverting norms is marred by execution flaws, including a failed attempt at visual contrast and a lack of focus on addressing real-world issues, overshadowing the company's environmental initiatives and sustainability goals.

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Recent questions

  • What is the theme of Apple's short film?

    The short film by Apple titled "2030 Status Mother Nature Apple" addresses climate change and promotes virtues like body positivity, feminism, and diversity.

  • How was Apple's film received on YouTube?

    The film received 29,000 likes and 76,000 dislikes on YouTube, facing heavy criticism on social media for its execution and content.

  • What visual techniques did Apple use in the film?

    Apple utilized visual contrast techniques like frame-to-frame contrast to enhance the attractiveness of the main asset, but faced criticism for poor execution.

  • What environmental initiatives has Apple undertaken?

    Apple has made efforts to eliminate plastic, use recycled materials, and operate on clean electricity, aiming to remove carbon from the atmosphere, despite criticism for lack of genuine impact.

  • How did viewers perceive Apple's portrayal of Mother Nature?

    Viewers criticized Apple's portrayal of Mother Nature as a body-positive black woman, deeming it outdated and unoriginal, with attempts at subversion and deconstruction falling flat.

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Summary

00:00

Critique of Apple's 2030 Short Film

  • Apple released a 5-minute short film titled "2030 Status Mother Nature Apple" during their iPhone 15 event.
  • The film promotes Apple's virtues while addressing climate change and includes themes of body positivity, feminism, and castism.
  • The film has received 29,000 likes and 76,000 dislikes on YouTube and faced heavy criticism on social media.
  • The opening 10 seconds of the film garnered the most attention, indicating a lack of viewer engagement.
  • The film is critiqued for being ineffective corporate propaganda compared to other analyzed pieces.
  • The opening scene portrays Apple as environmentally conscious but is criticized for its execution.
  • The executive meeting room scene showcases diversity and staged details like clear water and fresh pastries.
  • The film features a diverse board and attempts to subvert cultural norms with character portrayals.
  • Mother Nature is depicted as an older, body-positive black woman, aiming for audience subversion.
  • The film's use of subversion and deconstructionist tropes is criticized as outdated and unoriginal.

16:36

Apple's Failed Attempt at Visual Contrast

  • Visual contrast technique: Utilized to enhance the attractiveness of the main asset by placing them next to a less appealing individual.
  • Frame-to-frame contrast: Employed to highlight the positive aspects of the main asset by contrasting them with a visually unattractive frame.
  • Apple's failed attempt at visual contrast: Botched by not making the contrasting individual unattractive enough, leading to the technique backfiring.
  • Proposed fix for Apple's visual contrast: Suggested changes to make the contrasting individual less appealing to enhance the main asset's attractiveness.
  • Mother Nature's introduction by Apple: Intended to showcase diversity and female empowerment but fails due to poor execution.
  • Trope deconstruction by Apple: Attempting to subvert corporate stereotypes by portraying Mother Nature as a strong, no-nonsense figure.
  • Apple's use of unlikable female protagonist trope: Depicting Mother Nature as an insufferable, arrogant character, which may not resonate well with viewers.
  • Lack of focus on the audience in Apple's propaganda: Criticized for making the piece more about Apple's image than addressing real-world issues or concerns.
  • Apple's missed opportunity for impactful messaging: Suggested that Apple could have used their resources to address real issues like improving working conditions for factory workers.
  • Apple's environmental initiatives: Highlighted efforts to eliminate plastic, use recycled materials, and operate on clean electricity, but criticized for lack of genuine impact.

32:45

Apple's Misguided Environmental Efforts: A Critique

  • Apple aims to remove carbon from the atmosphere, but fails to understand the consequences of removing all carbon, which is essential for life on Earth.
  • Carbon dioxide is crucial for trapping heat in the atmosphere, preventing extreme cold on Earth.
  • Apple's lack of basic research is evident in their misguided attempt to combat carbon without understanding its importance.
  • Tim Cook's speech highlights Apple's efforts to reduce their environmental impact, but acknowledges more work is needed.
  • Apple introduces their first carbon-neutral product, aiming to associate their products with a clean, healthy planet.
  • Apple's release of multiple iPhone versions contradicts their environmental concerns, raising questions about sustainability.
  • Mother Nature's response to Apple's environmental impact is surprisingly positive, despite the harm caused by discarded products and resource extraction.
  • Apple's propaganda film, "2030 Status Mother Nature Apple," is criticized for its poor execution, lack of compelling content, and attempts at humor falling flat.
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