The Second Coming Has Arrived

iPhone ad

God’s white, perfectly manicured fingers scroll through His greatest new invention on the back of the July 1st, 2007 New York Times Magazine, or so Apple Inc. would like us to believe. In homage to the thousands of bloggers and news media stations who have dubbed Apple’s iPhone the “Jesus phone,” Apple has come out with a new advertisement that is “more than a little reminiscent” of Michelangelo’s famous Sistine Chapel.1 In order to appeal to the educated, artistic audience that Apple is known for addressing, Apple draws on this allusion throughout the advertisement. In particular, the advertisement combines celestial imagery with Apple’s token simplicity to try to parallel the connection of advanced technology and clarity in the iPhone’s immaculate conception. This parallel takes an innovative new look at biblical cliches but has the potential to turn off some of its user base.
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