Apple Airs New iPhone Commercials Featuring Samuel L. Jackson and Zooey Deschanel

I’ve been thinking about these two spots all week, and something about them doesn’t sit quite right with me. It says something that there was speculation at first that they were AT&T-produced spots, but they’re not — they’re from Apple.

I think the point is to elevate Siri to celebrity status, to make sure everyone knows what (who) she is. But I think they play more like run-of-the-mill celebrity ads — more like just, Hey, Sam Jackson has an iPhone.

★ Friday, 20 April 2012