Do AirPods kill intimacy? No way, says Apple’s holiday announcement



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Have you ever been walking down the street listening to your favorite song when a spotlight suddenly catches you and you find yourself dragging extraordinary dance moves all the way home? Thought not.

However, it happens to the star of Apple's new ad for its wireless AirPods.

It's a snowy night in the city, and the protagonist takes out her iPhone X to select the delicacy of Sam Smith Court of the Palace . With her AirPods firmly housed in her ears, the song forces her to dance majestically through the city, with pbaders-by apparently doing everything possible to avoid eye contact with the strange woman strutting on the snow-covered sidewalk.

But then, inevitably, she collides with someone. He's a guy, and instead of yelling at him to "get out of my way," he looks at her in a way that suggests they're going to spend the rest of the ad together. And quite possibly their lives.

With his eyes firmly locked, he puts one of his AirPods in his ear, which makes Smith's trail climb again. Outside the couple, dancing all night together. With an AirPod each.

And maybe that's the purpose of the ad. When the AirPods were launched in 2016, there was a lot of talk about how Apple's wireless headphones destroyed that unique intimacy that comes from getting entangled with someone special, as might happen when you share wired buds. The physical link is not there with the wireless outbreaks, nor with that potential of closeness or frisson of uncertainty, although Apple clearly differs. Or maybe the ad tells us that no matter what their movements, the wireless AirPod will not pop out of their ears and disappear down the drain.

Despite the dangerously distracted dance, the happy couple manages to avoid tripping over a cbad or being knocked down by a bus, which allows them to perform the kind of dance moves that would hospitalize most of us seconds after trying them out .

When Apple's announcement comes to an end, the couple stops playing and instead, look fondly into each other's eyes, the AirPods are still firmly embedded in the holes in the ear. But then the focus goes out, daylight returns and your AirPod is gone, confirming that it would be sensible to think twice before sticking one of your headphones in the ear of a stranger.




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