Apple iPad Air Your Verse Commercial

Apple iPad Air Your Verse Commercial
11 votes, 4.36 avg. rating (86% score)
January 12, 2014


“We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race, and the human race is filled with passion. Medicine, law, business, engineering, these are noble pursuits, all necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for. To quote from Whitman. O me, O life of the questions of these recurring. Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life. Answer, that you are here. That life exists and identity. With the powerful play goes on and you may contribute a verse. With the powerful play goes on and you may contribute a verse. What will your verse be?”

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4 User Reviews

  • Max Johnson says:

    I take my hat off to Apple for this commercial. Especially for its subtle pairing of cathedral imagery and the line “foolishness in the cities.” For what is religion, but an aimless grasp by the foolish and frightened to organize and order their world? What does religion do for poetry, beauty, romance, love? It hinders and abates creativity, tells you who you may not love, censures art and expression. For all of history it has been a tool to do these thingsā€“to pacify the masses, to create order for the patriarchy and those in power. Religion is for the foolish. There is a real world though, far more spectacular than any religion dares to dream. It exists. And you are a real being that exists in it. You have a individual mind. And this company, Apple, has done a great deal to liberate minds in subtle ways over the past 30 years. Jobs and Woz not only changed the way we thought about computing devices, but gave us the chance to contribute, to be individuals, to open our imaginations beyond structures religion and business. Thank you, Apple, for revealing what you really represent!

    • levon sanossian says:

      Much of the classical music that has survived centuries and is considered – revered – as one of the highest forms of culture in the West was to put it lightly, divinely inspired. An aimless grasp by the foolish to organize and order their world? That could be anybody with an iCalendar. Apple – I say this as I type on a MacBook – is a company. Its goal, regardless of products or novelty – is profit. How did Jobs and Wos give us the chance to contribute? I – you – any of us are individuals whether they existed or not, and not because they gave me the chance to be an individual. You’re really telling me that before Woz and Jobs, there were no people capable to open their imagininations beyond ‘structures religion and business’?

      With that said, and I detest most marketing and the folks who are enamored of it – is that the ad is very well done, inspiring even. While I like the idea of the iPad, I still wouldn’t care to have one.

  • This commercial gives us insight into the underlying religious bigotry in Apple and its marketing team. The only image that drew a connection with religion and Christianity was a woman in prayer in a beautiful cathedral. However, Apple was careful to time the words “Foolishness in cities” to the image; a careful, subtle and subliminal attempt to get its message of bigotry across to a wide audience. Thank you, Apple, for revealing what you really represent!

    • Sarah says:

      You act like it was a big conspiracy of Apple’s, when at most it was probably some editor having a laugh and no one else noticing. I didn’t notice and I’ve seen this commercial loads of times. In some ways, you could make the argument that the image was supposed to contrast the idea of a foolishness in cities, as it was among, like all of the clips, the beautiful parts of life that people get passionate about. It’s also worth mentioning that the cathedral is shown earlier as well.