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Apple wants to unite with its Olympics commercial

It's the latest ad in the company's "shot on iPhone" campaign, but this one reinforces the theme that we're all one "Human Family."

Roger_Cheng.jpg
Roger_Cheng.jpg
Roger Cheng Former Executive Editor / Head of News
Roger Cheng (he/him/his) was the executive editor in charge of CNET News, managing everything from daily breaking news to in-depth investigative packages. Prior to this, he was on the telecommunications beat and wrote for Dow Jones Newswires and The Wall Street Journal for nearly a decade and got his start writing and laying out pages at a local paper in Southern California. He's a devoted Trojan alum and thinks sleep is the perfect -- if unattainable -- hobby for a parent.
Expertise Mobile, 5G, Big Tech, Social Media Credentials
  • SABEW Best in Business 2011 Award for Breaking News Coverage, Eddie Award in 2020 for 5G coverage, runner-up National Arts & Entertainment Journalism Award for culture analysis.
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Roger Cheng
apple-human-family.jpg

A still from Apple's latest commercial.

 Apple

We've got more similarities than differences.

That's the key theme of Apple's latest commercial, which is set to air during the opening ceremony at the Rio Olympics on Friday night, but was posted early on Apple.com and YouTube.

It is the latest ad in Apple's "shot on iPhone" campaign, which uses photos and videos taken by its customers. The intent is to show off the camera capability of its iPhones.

But Apple has focused more on social responsibility under CEO Tim Cook, and the commercial, narrated by author Maya Angelou, feels like it's part of that focus. The title: "Human Family."