// THE VERGE — MOBILE & WEB
Apple’s HomeView ad is confusing to everyone except parents
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The chaos is surprisingly real for an Apple commercial.
The chaos is surprisingly real for an Apple commercial.
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Apple’s ad introducing its new HomeView smart display is a little unusual. It’s fast-paced and unruly, depicting a family of five as they rush through the morning routine. There’s yelling and mess, misplaced keys and discarded eggshells. Apple’s typical vibe is clean, simple, orderly; this commercial is chaos.
But the spot has parents — those with teen children in particular — feeling seen.
I’ll admit that it stressed me out the first time I watched it, too. Mornings getting my five-year-old out the door are a special breed of chaos, and usually culminate in us playing whatever ad-libbed game will get him to put his shoes on. But it’s not quite as intense as this one, which features dad making French toast, mom losing and finding keys in her pocket, a proxy battle over the thermostat, a teenage boy helping himself to whipped cream from a can, and an unexpected video call. There’s also a microdrama about the daughter’s ride to school with a boyfriend nobody knew about that ends with everyone gathered around the HomeView watching the security camera feed of the two of them departing the porch. It’s a lot for just over three minutes of screentime.