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Apple is going all-in on celebrities to sell new Apple TV

TechCrunch TechCrunch 10/04/2016 Romain Dillet

After Cookie Monster, Taylor Swift, Alison Brie and Nikolaj Coster-Waldau, Apple is releasing a new ad featuring a couple of celebrities. This time, basketball player Kobe Bryant and actor Michael B. Jordan are sitting on a couch watching a Bryant biopic.

And things don’t go as smoothly as expected. While Bryant is still a young fella, the biopic features his youth, fame and… old days. Bryant’s reaction is as funny as you’d expect.

Once again, Apple is putting the emphasis on Siri. The new Apple TV remote isn’t perfect, but Siri is a good UI addition for this device. For example, you can say to jump ahead in a program so that you don’t have to scroll and scroll and… scroll.

It’s interesting to see Apple working with so many celebrities to sell its latest devices. You’re going to watch celebrities with your Apple TV, so Apple is breaking a barrier with this ad and showing celebrities in front of an Apple TV. But maybe you’re watching this on a TV? All of this is metatheater for the TV age.

[Plays Inception music, leaves the room]

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