Start with a black screen

It doesn’t matter what you think of Apple or their offerings this week from the latest announcement event. This video, that kicked off the reveal of their TV+ programming, is special.

Simple and pure, somehow moving and momentous, really digging into the wonder that is creativity.

I could watch it over and over, I really could.

And whilst we’re on the subject, I’m fascinated to see what Apple’s foray into content reveals. They’ve signed up with some remarkable people but that doesn’t mean anything is a guaranteed success. Some of the things they talked about on stage sounded great, others less so. Something for everyone perhaps.

The only issue I have with it (aside from the fact that there is TOO MUCH TV already and I can’t keep up) is that diving deep into content rather than just devices and software is only going to make yourselves a more divisive company – and boy, I think Apple has enough of that going on!