Apple focuses on Apple Music playlists for its exclusive Emmys ad

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Screen Shot 2015-09-21 at 10.30.30
Apple Music's latest ad brings out the celebs.
Photo: Apple

Apple debuted a new star-studded ad for Apple Music during last night’s 2015 Emmy Awards, featuring singer Mary J. Blige, Scandal actress Kerry Washington, and Hustle & Flow actress Taraji P. Henson.

The ad focuses on the curated playlists of Apple Music, which is a feature Apple has been focusing on to differentiate itself from rival music services.

You can check it out below:

Personally, I’m unsure about the ad. I get that Apple’s trying hard to embrace a broad range of users with its new products (both the Apple Watch and Apple Music have made concerted efforts to focus on the female market), so I’m not necessarily in the target demo here.

With that said, I’ve never been a massive fan of the Apple ads which dwell too much on Apple’s celebrity connections. There’s also something faintly depressing about Apple Music being advertised as a way of replacing the need to have actual humans in your life create mixtapes for you. I understand what Apple was going for here, but I’m not sure it was up there with the company’s best.

Maybe Apple will rectify that, however, with its recent patent for user-created mixtapes, which can be sent from one user to another. If it ever gets rolled out as a technology, that is!

Am I wrong about Apple’s Emmy Awards ad? Leave your comments below so we can strike up a discussion.