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Apple Shares New Apple TV Ad Focused on Apps

Apple today shared a new Apple TV ad on its YouTube channel, highlighting the many apps and games that are available on the device through the dedicated tvOS App Store. Entitled "The Future of TV is Apps," the ad features an Apple TV set-top box that morphs to match the theme of each app that's shown off in the spot.

Netflix, Apple Music, WatchESPN, Asphalt 8: Airborne, Disney Infinity, Gilt, GrubHub, Showtime, Crossy Road, HBO Now, and Fox Now, are among the apps that are featured. The ad ends with the brightly colored television test bars that have been used in all fourth-generation Apple TV advertisements.


Since the Apple TV 4 launched in October, Apple has been promoting it through a series of television ads, colorful billboards displayed across a number of cities, web ads, and social media campaigns. Today's ad is the second in the company's app-focused series.

Related Roundups: Apple TV, tvOS 10
Tag: Apple ads
Buyer's Guide: Apple TV (Neutral)


Top Rated Comments

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8 months ago
Clever animation. Well done.
Rating: 10 Votes
8 months ago
Now that's what I call a great Apple ad. Fast animation & music without any voiceover. Classic Apple cool. I also like the other AppleTV ad with the strange music. So much better than the boring iPhone 6 celebrity ads.
Rating: 4 Votes
8 months ago

Loved the ad, but I completely disagree with the title. IMO, the future of TV isn't apps. Apps on the big screen aren't new. Others have been doing this for years, and Apple isn't doing anything that reinvents this. Getting traditional cable online (anywhere) in a clever, easy-to-use and affordable way? That would be the future of television.


"Traditional" is the antisisis of "future". Content creators who use Apps instead of traditional methods like cable are "the future of tv". Case in point: Netflix.

One example: a crowd sourced news app can demolish the existing cable news format and take on established juggernauts like CNN.

Apps on tv aren't new but neither were apps on phones. It was the App Store model that revolutionized so many industries. The same path is now open ahead to disrupt tv.

Traditional broadcasters are going to quickly becoming obsolete. New independent content creators who reach viewers through apps are the future of tv.
Rating: 4 Votes
8 months ago
Loved the ad, but I completely disagree with the title. IMO, the future of TV isn't apps. Apps on the big screen aren't new. Others have been doing this for years, and Apple isn't doing anything that reinvents this. Getting traditional cable online (anywhere) in a clever, easy-to-use and affordable way? That would be the future of television. And as long as the overpaid suits are in charge, this probably won't happen in our lifetime.
Rating: 4 Votes
8 months ago
Nice animation, but the music makes me want to commit suicide.
Rating: 4 Votes
8 months ago
really cool ad!
Rating: 3 Votes
8 months ago
I think this was a great ad. Not much else to say. Good work guys!

As for the device itself, I've been really liking mine. It's interesting how addicting some of the simple games can be. And hard! I've spent much more time than I expected on games like Mr. Jump. For some reason that game really has my number, but I can't resist the challenge since it seems so simple and the levels aren't very long. But it takes me around 100 tries. Only thing I want now is a full streaming service from Apple—well that and maybe a first party game controller?
Rating: 3 Votes
8 months ago
nice ad hope to see more like it
Rating: 3 Votes
8 months ago
This is Apple marketing at its best in a long time! Simplistic, focus on the device, and able to convey what sets it apart from other products without outright comparison! I hope this carries over to iPhone, iPad, and Watches!
Rating: 3 Votes
8 months ago

Loved the ad, but I completely disagree with the title. IMO, the future of TV isn't apps. Apps on the big screen aren't new. Others have been doing this for years, and Apple isn't doing anything that reinvents this. Getting traditional cable online (anywhere) in a clever, easy-to-use and affordable way? That would be the future of television. And as long as the overpaid suits are in charge, this probably won't happen in our lifetime.


I agree.

I think apps are the wrong approach for tv. This is a strategic mistake by Apple.

That said, I liked this ad. The music sucked, but the animation was cool. First ad from Apple I've liked in a long time.
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I wonder if this is the first ad created under Tor Myhren ('http://adage.com/article/agency-news/grey-s-tor-myhren-head-marketing-apple/301845/'). It's a nice change and seems to go with his previous stuff:

During his time at Grey, the agency delivered ETrade's talking baby and a stream of hits for DirecTV, including the "Cable Effects" campaign that President Bill Clinton cited as his favorite advertising, as well as the more recent spots starring Rob Lowe and his bizarre doppelgangers.


Yes; this ad feels like a change from 2015 ones.
Rating: 2 Votes

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