A few years ago, Apple seemed to lose its touch with a series of adverts that fell flat. Now, the company’s upcoming Welcome Home event has an embroidered logo invite, a clear sign that it’s embracing craftsmanship over AI.
Apple’s latest ad, featuring an embroidered Apple logo by twin sisters MaricorMaricar, breaks new ground. This approach, reminiscent of ancient art, underscores Apple’s recognition of the growing backlash against AI and its desire to connect with more traditional human values.
Other recent examples include stop-motion animations for new Apple mini and Apple Games launches, and behind-the-scenes videos that highlight the human craftsmanship behind the tech. Apple understands that, in the AI era, it’s crucial to showcase that its marketing is created by humans, not just machines.
Expectations for the Welcome Home event include a new smart home hub, a new Apple TV 4K, and a refreshed HomePod mini. These products, along with the embroidered invite, demonstrate Apple’s commitment to human creativity and craftsmanship.
