Apple Finds Its Footing Again With Evocative Film About Third-Party iOS Apps

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My colleague Tim Nudd recently wondered if Apple, at a crucial time of transition in the company's history, had lost its voice in the new "Our Signature" manifesto commercial. The company speaks clearly and with great confidence, however, in "Making a Difference One App at a Time," a 10-minute film by TBWA\Media Arts Lab that focuses on how third-party iOS apps can profoundly change people's lives.

Now, I initially assumed that such aspirational advertising, especially in a long-form outing, would veer into mawkish, tear-jerk territory.

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