The New Apple Ads Will Make You Feel a Million Feelings

TIME

Ads from big, consumer-oriented tech companies have followed a pattern over the past decade or so—presenting software, services, and gizmos as bringing people together, in perfect harmony. The ads for the new Apple Music service fall right in line.

One of the three new spots features a voiceover from Trent Reznor of Nine Inch Nails (and Beats, which Apple acquired for more than $3 billion) telling us that the service treats music “less like digital bits and more like the art that it is, with a sense of respect and discovery.” And Apple, he says, means to “actually accommodate and support the artists who make the music, and not just the top-tier artists, but the kids in their bedrooms, too.” The implication is that Apple will do this better than services like Spotify.

Whether this turns out to be the case, only time will tell.

In another spot, the focus…

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