Technically Incorrect offers a slightly twisted take on the tech that’s taken over our lives.
Penelope Cruz, crosswording with Siri.
Apple/YouTube screenshot by Chris Matyszczyk/CNET
Marketing meetings at Apple must be exciting these days.
I imagine several perfectly-dressed people all offering the names of new stars to appear in Apple ads, each trying to out-star the other.
In just the last year, we’ve seen Chloe Sevigny and Lake Bell appearing in ads for the Apple Watch.
Everyone from John Travolta to Mary J. Blige, Kerry Washington and Taraji P. Henson have shilled for Apple Music. We’ve been confronted with Jamie Foxx, Stephen Curry and Selena Gomez all peddling the iPhone 6S.
Some might fear that the products just don’t have star power on their own.
Still, Apple isn’t stopping. In two iPhone 6S ads released on Tuesday, hark at Jon Favreau and Penelope Cruz.
No, they’re not an item. They’re merely making little cameo appearances to bolster Cupertino’s latest phone.
In Favreau’s ad, he’s playing himself, in order to show how fast the iPhone 6S allegedly is. Aren’t all phones fast when you get them and, within a few months, they’re just as slow as the last one?
Apple insists its phone is more powerful and therefore faster. Indeed, it’s so very powerful that Favreau even forgets it’s a phone, believing it’s, well, a video monitor (which in many ways all phone are these days).
Cruz, meanwhile, is doing a crossword. What do you normally do when you’re stuck on a clue? You ask Siri.
“Who was the Prime Minster of Britain in 1868?” Would you have known that? Of course not. That’s why your personal assistant is so vital.
I just tried asking my Siri the same question on my suddenly old-hat iPhone 6. Her first words? “Give me a moment.” Aha. So the iPhone 6S is indeed faster.
Unless, of course, stars get the benefit of fine editing.