At a time when tech companies like Samsung and Microsoft are releasing commercials that put down iOS devices in order to make their own look better, Apple is busy releasing commercials that win Emmy awards. About a year ago, Apple started a series of campaigns that highlight the iPad and iPhone. Some of them are informative. Others are creative. “Misunderstood” is emotional.
Misunderstood tells the story of a teenage boy who seems to be spending too much time on his iPhone around the holidays. While the family is building snowmen and trimming the tree, the boy’s face is aglow with the bluish hue of the iPhone screen.