Apple's ASMR-Like Experience Feels Like Fingers Scraping on a Chalkboard for Me
Apple's latest move in their "Shot on iPhone" campaign has sent chills up my spine, but not in a good way. The tech giant released an ASMR series on YouTube, featuring a whispering lady, a wood carver, hiking sounds, and rainfall. ASMR, popular on YouTube with niches ranging from nerdy cosplay to glamorous baking, is known for its intense responses in some people. For me, it's like a ghost being iced over repeatedly.
These ASMR videos are Apple's attempt to engage viewers in a more immersive way. They're aiming to tap into the ASMR trend's popularity, create a memorable experience, and demonstrate their iPhone's camera capabilities. However, the intensity of my response suggests they've succeeded, but perhaps in ways Apple didn't intend!
The videos were shot by Anson Fogel, known for his Apple ads, and the Shot on iPhone campaign itself. Each video was captured on iPhone XS and XS Max, but with additional software and hardware used for optimal effects. If you're brave enough to give these ASMR adventures a try, you can find them below:
While I may have cringed instead of enjoyed, it's clear Apple's done an excellent job with their ASMR videos. The videos are described as Season 1, implying future ASMR adventures. But Apple, for the love of sanity, please spare us the cooking episode! Wet ingredients mixing sounds are a crack in my screen away from being thrown out a window.
ASMR's origins lie in its ability to create a relaxing, tingling sensation in the brain. Apple has used these sound triggers, such as whispers and crunching, to create a more engaging experience. The visual elements aimed to highlight iPhone's camera capabilities, utilizing close-ups and slow movements to trigger an ASMR response. Collaborations with ASMR influencers and interactive elements were also employed to create a unique experience. By using these techniques, Apple has created a more engaging and memorable campaign that showcases iPhone's capabilities while appealing to a broader audience.
The use of technology in these ASMR videos, particularly the iPhone XS and XS Max, showcases Apple's commitment to innovation in the tech domain. The soothing crunching sounds in the videos are reminiscent of biting into a crisp apple, adding an everyday relatability to the ASMR experience. Despite my personal dislike for ASMR cooking episodes, I acknowledge the Duke of ASMR's influence in the Apple productions, enhancing the overall immersive nature of the series. The future of Apple's ASMR campaigns seems promising, given their success in leveraging tech to create a unique, soothing experience.
