Apple forges new path

California – Apple has released a new promotional video as a showcase for the materials and manufacturing processes used to create its stainless steel Apple Watch.

• Video demonstrates the brand’s confidence in the new product’s luxury credentials
• ‘With stainless steel, we’ve given a traditional material a new expression,’ says Apple

While the brand’s new video features the same extreme close-ups and lingering shots typically used in Apple advertisements, the Apple Watch –Steel video serves as a departure. Rather than just showing the finished product, the ad shows how each part of the watch is made. It also features footage of the raw materials and manufacturing processes used in the creation of the Apple Watch. The voice-over explains the brand’s reasoning behind its material choices, the benefits it has for the consumer, as well as providing technical information on how the stainless steel alloys are treated. The Apple Watch Steel is one of three products being released in April 2015.

The Big Picture: Consumers want to know that their products are crafted from the finest materials, using the most cutting-edge processes – even when they buy digital devices. Read our Inform interview with Daljit Singh to learn more.