This video is a parody of the Apple iPhone commercials. Literally, the video explains how the new iPhone is almost the same as the old one. "We started with an idea we loved, and then stopped," explained one actor. They explain how the S in iPhone 5S stands for "same." These ideas express the cunning tactics of Apple, not necessarily the American people. Another literal idea they express is how there is no need to continue improving. How the american people "don't wan't change."However perhaps the most sadly true joke they make is at 1:18 in the video, when they say "There is a profound beauty to how much we can get away with, and we push that, as far as we can." This "joke," like most satire, is entirely true. Why do we need to get the new product? Maybe because we want to feel perfect? Or accepted? These truths are more greatly revealed in the deeper meanings of the video.
The deeper meaning is the satirical truths that are revealed under the surface. For example, at 0:56, when they say "So it would be stupid to change what is already perfection." This is a real problem in American society. Most people don't feel the need to improve what is already working. This is most likely due to increasing laziness among the people. People want to improve their own self-image, but not the "greater good," or "big picture." Another example of this deeper meaning comes at the very end of the video when he explains the new cable. "You're new cables will no longer work, introducing the lightning, (dramatic pause) S." This jabs at apple's ability to make millions without doing any work. Force people to buy a new charger cable that they need at $30 each? Sounds like easy money to me. This shows what many people want in our society; making money without much work. In conclusion, this video describes the obvious flaws of Apple, while discreetly poking at the major social issues with the American image.
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