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A literary history of fake texts in Apple's marketing materials

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Re: A literary history of fake texts in Apple's marketing materials

#101

I don’t think real world messages would look good in marketing copy, too many emojis, “uhhh”, “no cap” and bathroom pics. I don’t know what the author is expecting/analyzing here.

I’m disturbed that you have a lot of bathroom pics in your texts

Gotta show off my creations after all.

Re: A literary history of fake texts in Apple's marketing materials

#102
post #42

Earlier quoted context omitted.

I'm on no social media (besides this site). The number of times a day I have to say, "no, I didn't see [insert random event here]." Would honestly surprise you. There is just an expectation in society today that you know everything that's going on in everyone's life. It's very, very strange to me. It's hard to explain why, but I get serious black mirror sort of vibes from it.

No one expects you to view social media all day. That are asking “did you see ___” because they want to tell you about it but first check you haven’t already seen it.

That's not how it goes. The conversations usually lead with them talking about something other people are doing, as if I have any idea what they are talking about. Then I ask them to explain the context. THEN they'll ask if I saw X on Facebook or Insta or whatever.

Re: A literary history of fake texts in Apple's marketing materials

#103
post #96
post #7

If you worked on these images, surely you would be irresistably tempted to leave little easter eggs referring to past characters? "Hey Kim, how are you doing?" "Great, thanks! Apart from going a littleh hard on the ravioli last night!".

Not a past character, but one of the screenshots has a dentist appointment at 2:30, which is an old pun.

"Tooth hurty" is the old pun and that sure counts as Easter egg

Re: A literary history of fake texts in Apple's marketing materials

#104

> Like a lot of troubled young men, I used to pay close attention to Apple’s developer conferences and special announcements, eagerly anticipating each new generation of iPhone and operating system. ... As a deranged older man, I now collect artifacts from Apple advertisements, to reconstruct the characters and interactions portrayed in their fantasy world, to inform the public about how (for instance) they text diff…

How far does it go? Does your kitchen look like this [0]? Do you have that picture of an apple hanging there? Do you check your stocks at the kitchen table while your partner weirdly looks on while chopping vegetables?

[0] https://cdn.theatlantic.com/thumbor/ug105jVWociHnn_oPJoa8gPj...

Re: A literary history of fake texts in Apple's marketing materials

#105
post #63
post #58

Earlier quoted context omitted.

I worked on many of these! Was on the Marcom team that rebuilt screenshots for content swaps and hi-res output. Every screen went through multiple rounds of approvals by many different teams, including writing. Unfortunately any Easter eggs I tried to hide in there were all caught ;)

> rebuilt screenshots for content swaps and hi-res output Can you explain this work in more detail? Are you basically reconstructing the contents of a screenshot in vector graphics so it can be translated/edited/scaled up but still look correct?

Yep! I worked there from 2007-2012, and at the time we used Photoshop, which on the surface sounds counter-intuitive (being a primarily raster-based program.) We would take screenshots of product (or get screenshots from HI if we weren't allowed access), and would redraw everything in Photoshop at a minimum of 288ppi (4x) using vector shapes and type layers, lots of nested smart objects, and layer effects (back in the iOS <6 days everything had gloss and shadows and reflections.) Content teams pop in retouched photography, photos of employees as avatars, names of employees to go with those avatars, and text to tell a story for that launch. Our 4x vector screens (sometimes well over 2GB PSBs) would then be shared with international teams for translation, and translations would come back to HQ for a final approval. We would also sometimes scale these screens as high as 32x for output to MacWorld / WWDC hero banners which was fun. You better believe we put our names in all these screens (mine appears once in the linked article!)

Re: A literary history of fake texts in Apple's marketing materials

#106
post #36

Earlier quoted context omitted.

You even send messages like "lol." with the period?

I don't think I've typed out 'lol' in a message since circa 2005, on online chat in some dark corner of the web. Culture bubbles are an incredible thing.

Same

Re: A literary history of fake texts in Apple's marketing materials

#107
post #36

Earlier quoted context omitted.

You even send messages like "lol." with the period?

I don't usually text in English so my style is definitely different, but I wonder if I may be living in the Apple Dimension (despite my last Apple device being an iPod Touch from 10 years ago and a MacBook Air from the same time that I bought used to try to install Linux on it): I do end every one of my texts with grammatically correct punctuation, never use "lol" or other abbreviations, and typically write in a very…

There IS a name already. It's literate ;)

Seriously though, I don't mind people who don't as long as its decipherable, but I find it odd giving punctuation (or lack of it) some value judgement.

Re: A literary history of fake texts in Apple's marketing materials

#108
post #34

> they form group chats centered around trips that only one participant was on It never occurred to me until now, but there's actually a somewhat-coherent "sharing philosophy" woven through many of Apple's products. It seems like Apple envisions a world where social networks and "broadcast"-sharing of content don't exist. In this world, when people want to "tell people" an update about their life, they share that upd…

This is what I do. My only “social network” is group chats in messaging clients (and anonymous Internet forums).

Given how many more people lurk in places like Twitter than post, I wouldn’t be surprised if this is more common than extensive social network use (a little social network use is unavoidable—if my wife didn’t have a read-mostly Facebook account, I’d have to)

Stapling vacation photos to every light post in the world is what seems like the bizarro-world behavior, to me. Which is what social network posting is.

Even the forum (custom Perl, then phpnuke, then phpbb) I ran for friends in high school & college was set to no-public-registration and no visibility to unauthenticated users. Like… duh.

Modern social media’s what’s fucking weird, not what we do.

Re: A literary history of fake texts in Apple's marketing materials

#109

Earlier quoted context omitted.

I’m disturbed that you have a lot of bathroom pics in your texts

it's not of the toilet, it's where the mirror is

In many cases the former ends up in the mirror reflection anyway.

Re: A literary history of fake texts in Apple's marketing materials

#110
post #58
post #7

If you worked on these images, surely you would be irresistably tempted to leave little easter eggs referring to past characters? "Hey Kim, how are you doing?" "Great, thanks! Apart from going a littleh hard on the ravioli last night!".

I worked on many of these! Was on the Marcom team that rebuilt screenshots for content swaps and hi-res output. Every screen went through multiple rounds of approvals by many different teams, including writing. Unfortunately any Easter eggs I tried to hide in there were all caught ;)

Got any insight on how the rickroll in the watchOS contacts slipped through?
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