Apple

Apple made a nine-minute big resignation announcement and it’s awkwardly brilliant

Apple made a nine-minute big resignation announcement and it's awkwardly brilliant

On Thursday, Apple released a new short film as part of its “Apple at Work” campaign highlighting its various products and services for businesses. The announcement follows a group of four employees who first appeared in Apple’s “The Underdogs” spot from 2019.

In this video, the group was at the mercy of Vivianne, an infernal boss, as they tried to put together a presentation in just two days. Of course, they did it using Macs and iPhones and a variety of Apple software. Last year, the four returned – at that time they were working from home. Again, the idea was that Apple makes everything you need to collaborate, even if you’re not together in the office.

Now, in a place called “Escape from the Office”, the four are done putting up with Vivianne and her demands and decide to quit. Inspired by a grocery bag, they start their own business making a stronger, more eco-friendly bag. The rest of the video is full of FaceTime calls, iMessage conversations, Keynote slides, augmented reality on an iPad, and the frantic pace of trying to turn an idea into a business.

Like its predecessors, the spot is fun. In this case, it’s also an inspiring, if not awkwardly humorous, look at the life of an entrepreneur trying to pitch an idea into a business. Even though the video is clearly meant to be a lighthearted look at the subject, it’s really good.

The spot comes as millions quit their jobs in what has been dubbed ‘The Great Resignation’. The Department of Labor says 47 million people quit their jobs last year. There are a lot of reasons for this trend, but the bottom line is that a lot of people can probably relate to the underdogs in Apple’s video.

One of the most interesting things about the trend of people quitting their jobs is how many people quit to start a business. According to the Census Bureau, there was a record 5.4 million new businesses created Last year.

For many people, the only thing scarier than quitting your job is starting a new business. The truth is, starting a business is really hard. There’s no guarantee that all your hard work will lead to success, and most of the time you work long hours hoping to convince someone to give you money for whatever you’re selling. Most small businesses fail.

I don’t think there is any question of every entrepreneur being able to use all the help they can get. Apple wants to help.

Apple has worked hard to convince the world that its products and services are up to any job you might have. That’s no small thing considering most people don’t think Apple serves businesses. They think of Microsoft when it comes to productivity software, Slack when it comes to communication, Google when it comes to email, and Salesforce when it comes to data management. clients.

At the same time, the Mac has never been more popular and over 1.5 billion iPhones are in use. That’s a lot of people who already use Apple products, and a lot of them use them for work.

To that end, the video does a great job of highlighting how the company’s devices and software “just work.” It shows team meeting on FaceTime calls, collaboration on Numbers spreadsheets, and Keynote slides.

They send AirDrop messages and files. They use Siri to send messages and set reminders. They send invitations to Calendar and interview new hires using FaceTime. Let’s put aside for a moment the fact that I don’t know anyone who has business meetings via FaceTime. As for the rest of the video, it’s absolutely true that the other tools are great for just about any small business.

I think that’s what’s so great about the video – it connects with something millions of people are already experiencing. Not only that, it does so in a fun, inspiring, relevant, and helpful way. It doesn’t get much better than that.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.