Did you watch Apple's event yesterday? Aside from the audience's distractingly forced "whooo!"-ing at every other word, and most of the speakers' sad but kind of endearingly nerdy desire to get the hell off the stage as fast as possible when they introduced the next segments, the whole thing was slick. Mind-blowing, really. I marveled at the Apple Watch presenter's call to a colleague on a SUP, and the short ads they showed were gorgeous. One of those ads was particularly amazing: a guy is surfing, and for the first 25 seconds we cut from above the water to below, where we see a wave crash above, everything's in slo-mo, it's all beautiful, the guy is in the moment, and then it happens. Here, watch for yourself:
The first 25 sec. are incredible, right? I mean, look at that wave he's on! And the whole thing is so beautiful! The photography and the music combine to put us right there with him – in the moment. But then we hit the 26th second. He gets a phone call.
Sure, the tech is fantastic. Indeed, it's fantastical. "It's the freedom of cellular"! But what's the absolute last thing you want to happen when catching a wave like that? I mean, aside from getting attacked by a shark? The last thing you want to happen is to receive a $@*#-ing phone call. To have that tether pull you out of your experience.