Apple’s Holiday Ad Seeks Understanding

Smartphones have brought with them a new social code, one that covers the finer points of when it’s appropriate to pull out your phone and zone out. Holiday family gatherings are pretty high on the list of times you ought to be present and engaged, but who isn’t guilty of sneaking a little time for Facebook?

Apple tackled that problem head on in this year’s holiday ad. ‘Misunderstood’ tells a familiar tale, one of the quiet teen retreating from a family gathering. But all is not as it seems, and there’s a solid point made in the process: sometimes you can be there for the important moments and save them for the future.

It wouldn’t be a holiday ad if it weren’t a bit of a tearjerker, though, so be prepared.

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