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Apple Music gets Taylor Swift to lip-sync in British English

Technically Incorrect: A new Apple Music ad offers more of Taylor Swift. And more of Taylor Swift dancing to a song. This time, from an English band.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

It's not easy to lip-sync in British English.

Apple screenshot by Chris Matyszczyk/CNET

The big brains at Apple Music sat down and sipped jasmine tea.

"What are we going to do for a new ad?" said one from above a perfectly ironed Lacoste shirt.

"I know. We'll have Taylor Swift lip-syncing a song," said another, her red pointy shoes twitching very slightly.

"Wait, we did that for our last ad, remember? The one we said wasn't anything like a toothpaste ad but really was?" grunted a third over his teacup.

"I've got it!" screamed an intern. "We'll have Taylor lip-syncing a song and dancing!"

"That's not enough," said the teacup-holder. "We need more!"

"Let's have her lip-syncing in British English!" shouted the triumphant intern.


So here is the new Apple Music ad featuring Taylor Swift lip-syncing to "I Believe in a Thing Called Love" by English band The Darkness.

She's dancing, too. All around a room that may be in her house or may be in someone else's house.

Swift has become the de facto spokeswoman for Apple Music, though she initially fought the service and its insistence on not paying artists during its free trial period. She won, naturally. This is her third Apple Music ad in the past six weeks.

The service now claims to have 13 million paying subscribers in its quest to mount the Apple platform and conquer Spotify. For its part, Spotify insists that Apple Music's launch has helped its own service reach 30 million paying subscribers.

What, though, can Apple Music do to top this ad? Perhaps Taylor Swift dancing and lip-syncing in French?