comscore WWDC 2017: What the hell was Apple’s weird ‘Apocalypse’ introduction video?

WWDC 2017: What the hell was Apple’s weird ‘Apocalypse’ introduction video?

Apple thinks a world without iPhone and iPad apps, would be a scenario of apocalypse.


Like every year, the Apple Worldwide Developer Conference starts off with a keynote from the chief executive of the company. For years, Steve Jobs addressed the Stevenote , and after him Cook has taken the onus upon him. As it has been carried out for years now, the keynote begins with updates on the company’s core businesses, like the number of iPhones sold, the performance of the App Store in the past year, and more. However, this year s keynote was, well, absurd! Also Read - Apple AR headset to launch in late 2022 with mac-level computing power: Kuo

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First of all, CEO Tim Cook didn’t even bother providing the annual updates this year. “I’m dispensing with the updates other than to tell you Apple’s doing great,” he said. Secondly, he left all the expected introduction in a god-knows-what-it-was 3-minute video clip titled ‘Apocalypse’. And ever since, every soul on this planet is trying to figure out what the hell is Apple trying to say ! Also Read - Apple starts sending alerts to users impacted by Pegasus spyware

The strange three-minute clip was Apple s idea of the apocalypse. It was a world without iPhone and iPad apps, offering a light-hearted lampooning of customers for how reliant we’ve become on the App Store. Ever wonder what life would be like if all our apps suddenly disappeared? Enter the Apocalypse,” the company writes on its YouTube page. ALSO READ: WWDC 2017: Social media reacts to iOS 11, Apple HomePod and more

The tongue-in-cheek clip goes on to depict carnage caused by a new employee hired at Apple s data center in Cupertino, California, who makes room for a mini-fountain placed on his desk by pulling a plug, the plug to Apple’s server. Followed by a massive outage on the iOS platform around the world. We see babies crying, cars crashing, a lady desperately trying to give out print-outs of her selfies, actual physical face swaps, and farmer selling sheeps at a farm. ALSO READ: WWDC 2017: Here are the top features of iOS 11

World leaders are declaring a global emergency until the app situation has been can be resolved, a news anchor declares in the video. Basically, now that the apps are gone, Apple shows that as a major shake to the world. And to make that clear, the video ends with Apple asking people to keep developing apps for the App Store, or else the end would be the future. ALSO READ: WWDC 2017: Apple launches HomePod home speaker

While the video poked fun at how reliant we ve become on the application ecosystem, some were more amused by Apple s attempts at humour than others.

What do you think about the introduction video by Apple? Do you see the art in it, or is weird all you see? Let us know in the comments below.

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  • Published Date: June 6, 2017 11:24 AM IST
  • Updated Date: June 6, 2017 1:32 PM IST

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