New Apple Ad Sells Tech Multinational As Silicon Valley Startup
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| Apple Designed In California |
Apple announced a dizzying number of new products and updates at its closely watched developer's conference in San Francisco on Monday, but perhaps its most original new "thing" was the company's radical attempt at rebranding.
In a new ad, Apple -- one of the most powerful companies the U.S. with a bigger effect on the S&P 500's Technology Index than any other firm -- plays up its California roots in an effort to put a fresh face to familiar products launched at the event. A new commercial, unveiled at WWDC on Monday, ends with Apple's new slogan.
"Designed by Apple in California," already gracing the back of most Apple devices in fine print, is prominently sloganeered in the electronics maker's new ad. Not mentioned is the sentence that directly follows it on iPhones and iPads: "Assembled in China."
In reality, while Apple's products might be designed in California, almost all of them are manufactured overseas and will continue to be despite some Mac Pro production stateside. Apple has been widely criticized for contracting Foxconn Technology, a Chinese manufacturer that has become known for its unhealthy working conditions, to make many of its products.
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