I’ve not seen much discussion of the new promotional videos from Apple.  A colleague over at Creativity/Machine has raised her eyebrows and challenged the creative crew to parody the new ads.



There’s a whole swag more at


Interesting for more than the promotional intent - there are certain values promoted and I sense there is a Gen-Y, iGen ideology being represented.

I still think the social and cultural implications of ICT in schools needs to be more in the foreground of the curriculum - critical pedagogy demands that students examine their own practices.  These ads could be an interesting starting point for investigations.