Google brilliantly shows Apple how to look ahead

Google building with sky in the background


How was your year?

more technically incorrect

Crazy? Confuse? The post-pandemic euphoria is finally considered to have receded? Suffering for you give up silently and then there are silent?

For tech companies, it all seems pretty serious.

They begin to realize their glory can be finite. Their employees are beginning to realize that their work can also be finite.

However, some companies continue to believe that everything will be fine.

For example, Apple seems to disappoint customers simply because it can’t get enough iPhones into the store. And for the way it talks to those customers, sometimes it’s a bit more to look forward to.

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For example, when Apple wanted to wish its customers happy holidays, it introduced a kind young couple. dance around with AirPods in one earcompletely unconcerned with the feelings of the locals.

It was as if the forgotten emptiness represented some kind of distorted brand security. No offense, so let’s dance.

Then I couldn’t help but marvel at the contrast to Google. Recent company Announce the year-end summarysomething really capable of making you feel and think.

Advertising isn’t merely a song about how people feel in 2022 — and what they’ve been looking for — but also shows what could be people’s biggest concerns in 2023. .

As Google explains: “The world searched for ‘I can change’ more than ever.”

More and more people are seeing the limits of capitalism, the demands it places on them, and its effects on them.

It may still be the best way for society to prosper, but it is becoming increasingly insensitive and even inhumane by some.

Some may even suggest that technology has contributed to this. When you are just a cryptographer, why should you accept the cyber world you are being forced to embrace?

Why not do something different, learn something different, believe you are better than you imagined, or just disappear for a while?

In fact, for a long time, tech companies have insisted that they are making the world a better place when it seems that people are becoming less happy, less secure, in poor morale. more and question what life is.

Naturally, Google is somewhat selective in the scenarios it presents here.

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It’s easy to be seduced by a woman who says, “I just quit my job and moved to Scotland with no money or plans. Or friends.”

It is also easily swayed by the people here who make personal changes, small and large. Everything from a different hairstyle, to learning to dance, to a completely different lifestyle, such as becoming a fighter pilot.

But while women of color in space sure represent change, I wonder how many sentient people would believe that the British royal family did too. However, it is there.

However, the spirit of what is offered here suggests that a company somewhere, perhaps buried in its soul, continues to hope that it can help people see the new year as a new opportunities to seek change they can believe in.

With Apple, you somehow believe it will. Dance to our tunes, dear customers. We will give you a new look here, a New MacBook Pro there, and a new profit figure will create hooters and amazement in very selective forums.

Optimism is hard to maintain. Reality tends to brutalize it on a regular basis.

But for these 2 minutes, I can’t believe that 2023 could bring something uplifting. Okay, I can make myself believe it.

At least more exhilarating than a guy lifting a young girl as they dance with frenzied indulgence.


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