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Apple's first ad for iPhone 7 is a horror movie

Technically Incorrect: The first ad for Apple's new iPhone is almost jet black. Now that's different for Cupertino.

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

Scary. Very scary.

Apple/YouTube screenshot by Chris Matyszczyk/CNET

You were expecting another cheery ditty with a slight alternative twist, weren't you?

Of course you were.

When Apple launches new products, it traditionally offers chipper ads that make you feel good and have a lot of white background.

The light ages are gone. Welcome to Apple's dark side.

The first ad for iPhone 7 has all the light of the presidential campaign.

We begin in a forest that might have housed the "Blair Witch Project." It's eerie.

There's an owl and a stag. There's menacing rain. There's a boxer. There's lightning.

This is quite some horror movie.

Is Apple telling us it's wise and feisty and emanating flashes of brilliance? Or is does really have darker intentions?

It could simply be that Apple wants you to be a little scared on Friday, when the phone emerges from this almost jet black darkness.

Perhaps this all means that when you buy your iPhone 7, you'll feel frighteningly disappointing.

Perhaps this ad is preparing you for all the flashing cameras as you emerge from the Apple store, clutching your prize. That can be very chilling.

Or perhaps it's just encouraging you to go to scary places in the dead of night in order to play Pokemon Go.

Symbolism has always been strong in Apple ads. I feel sure you'll find your own here.

I'm just delighted there's a different mood about the whole thing.