Tuesday, June 5, 2007

The iPhone and continuous partial attention

Yes, the iPhone is a thing of beauty. But what strikes me about this Apple commercial (also, yes, a thing of beauty) is its depiction of the iPhone as a tool of continuous partial attention. Watch a movie clip, think calamari, search a map for seafood restaurants, call the closest one. Really just a chic variation on Homer Simpson's "Mmm, donuts."

What about the movie?

What movie?

You can see all three commercials via the link:

iPhone commercials (Apple)

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