Apple’s HomeView ad is confusing to everyone except parents
Nothing like a little family togetherness in the morning. | Image: Apple Apple's ad introducing its new HomeView smart display is a little unusual. It's fast-paced and unruly, depicting a family of five as they rush through the morning routine. There's yelling and mess, misplaced keys and discarded eggshells. Apple's typical vibe is clean, simple, orderly; this commercial is chaos. But the spot has parents - those…
Key points
- Apple's new HomeView smart display ad shows a chaotic family morning routine.
- Some parents say the ad reflects their real lives; others find it confusing.
- The ad does not show the HomeView solving the family's problems.
Apple's commercial for its new HomeView smart display shows a family of five rushing through a messy morning routine. The fast-paced ad includes yelling, misplaced keys and discarded eggshells, a departure from Apple's usual clean and orderly style.
The ad has resonated with parents, especially those with teenagers, who say it reflects their own mornings. Others, including tech analyst Benedict Evans, found it stressful and confusing.
What parents said
The Verge's senior reviewer Jen Tuohy, a parent of two teens, said the most unrealistic part of the video is that no one is holding an iPhone. CNET editor at large Bridget Carey defended the ad, calling it the most real Apple ad she has ever seen.
Other parents agreed on Threads, saying the ad accurately captured real life and hit home.
It was exactly what my morning is like and it was the most real ad I've ever seen from Apple.
— Bridget Carey
Questions about the product
The article notes that the HomeView does not solve the problems shown in the video. In one scene, a spontaneous FaceTime call from the grandparents seems to make things worse.
The ad also shows the family drilling a hole into their kitchen island for the charging cable. The article questions whether the HomeView will convince families to put their personal devices down.
