APPLE COMES UNDER FIRE OVER ITS PHILOSOPHY VIDEO ‘PERSPECTIVE’, DEEMED A RIP-OFF
In addition to the presentation of its new products and services, Apple has unveiled a video called “Perspective,” which it framed as a tribute to people “who have always seen things differently.”
However, when you are Apple, you are scrutinized at every turn. What a nightmare for those who are tasked with their branding. OK Go, a popular band known for their videos, have accused Apple of copying one of their videos, according to a Bloomberg BusinessWeek report.
“Apple’s ways of seeing things isn’t different enough”, says Andy Gershon, manager of the band OK Go. He claims that Apple hasn’t been so ‘different’ with this video and has just copied their video for the song The Writing on the Wall.
I have to admit, I got a wee bit sucked in with the media frenzy over this, but fundamentally I am a fan of a differentiating philosophy that has stood the test of time, decades in fact.
This is familiar territory for Apple, both in its technology and advertising. Taking someone’s idea and adapting it for your own purposes in this manner is generally not a violation of copyright law. It is also how creativity evolves, as long as you are seeing things differently at the same time.
The messages in the video: see things differently, follow vision not a path etc. are nice thoughts to underpin their philosophy. This video tells a compelling story and Apple have the balls to carry it off
Tuesday’s launch has split opinions: is Apple Watch really all that: are they now copying Samsung: is an awkward finger tap on stage with an ageing rocker cool or just downright embarrasin? This is the world of the pioneer.
And this pioneer has the last word: “Different is the one thing about us that will always be the same”.