Apple Carnegie Library hosted Oprah’s Book Club and a filmed appearance from the cast of CODA. Tower Theatre was also featured in the opening notes of the September 2021 Apple Event, a switcher video, and an exclusive 30-minute conversation with Selena Gomez on Apple TV+. We’ve already discussed Apple Upper West Side’s appearance in last year’s iPhone 14 Tour. The iPhone Guided Tour returned at Apple Tower Theatre in 2021 with a cinematic production that broke the fourth wall. For about a year afterward, well-versed customers would occasionally ask for selfies with her while visiting. Apple Park Visitor Center was essentially transformed in a film studio, and a real Creative Pro from the store narrated the tour. Fascinated by this shift, I’ve been attempting to correlate ideas between the films to better understand what may have motivated the change.Ģ017’s iPhone X Guided Tour felt notable and surprising when it was released, and it still seems like a turning point today. Apple began regularly recognizing and celebrating its stores and retail employees in public marketing videos. Bob Borchers’ 2007 iPhone Guided Tour wasn’t filmed in a store, and neither were Apple ads (although I like to imagine that the table in this 2008 iPod touch spot was commissioned to Fetzer.)Ī few years ago, something clearly changed. A Guided Tour of iPhone 14 & iPhone 14 Proįor better or worse, Omar’s iChat A/V call with Phil Schiller was his last, and we didn’t see many more retail scenes outside of new store openings for more than a decade afterward.
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