iPhone users are misunderstood

It's a common sight these days: people with their eyeballs glued to their smartphones, scrolling and tapping, detached from what's happening in the world around them. In an effort to turn this negative on it's head, Apple have just released a Christmas ad titled 'Misunderstood'… and, dare we say it, it kinda works.

The ad follows an uninterested teenager as he partially partakes in his family's Christmas festivities, iPhone in hand. He seems disengaged with what's happening around him, but in the end he gives the best Christmas gift of all… a homemade video documenting the family, filmed and edited on his iPhone.

The Green Room Verdict: Yes, it's an emotionally-charged story and refreshing to see Apple poking a little fun at the effects of their own products. Yes, Apple only subtly hints at the quality 5S camera, their iMovie editing software, and AirPlay connectivity of Apple TV. It's a lovely story, but it only serves to soften the reality of smartphone user's vices.