Leaked information about the new iPhone 5S and iPhone 5C allowed writers and thinkers in the tech community to get their thoughts out ahead of time before Apple’s big rollout today. By the time Apple got around to announcing the iPhone 5S, most of what they had to say wasn’t news any more, and comedian Matthias had already made a spoof video, blasting Tim Cook and the rest of Apple for the one sad fact about the iPhone 5S: there’s nothing all that new here.
“Here at Apple, we are obsessed with breaking new boundaries. And today, we throw all of that out the window,” says “Mark,” CEO/Senior Know-It-All. “We have found a way to sell the exact same iPhone a year later, changing nothing, and sell millions.”
“Bill” the CEO/WTF picks up the narrative:
“To create the iPhone 5S, we started with a design we really loved. And then…stopped.”
This video has gone viral, and it's because it imitates perfectly the style and language of Apple promos (which everyone else imitates too, to be fair):
“I think there is this profound and enduring beauty with how much we are able to get away with. And we push that as far as we can.”
Given that the iPhone 5S apparently doesn’t have “5S” on the back, users might not even notice any difference, which, as Mark says, is the point. In fact, you've already been billed for your "new" iPhone 5S::
“You won’t even notice you are using the new iPhone 5S. You won’t remember upgrading to the new iPhone 5S. In fact, you are already using the new iPhone 5S. We did an over-the-air update and automatically billed your iTunes account. You’re welcome.”