Apple kicked off its product event on Tuesday with a video called Perspective, by creative agency TBWA\Media Arts Lab, which it framed as a tribute to people “who have always seen things differently.” The video consists of a long shot in which the camera tracks around a white room; when the camera reaches a certain perspective, random shapes morph into inspirational words.
Speaking about the video, Tim Cook said, “Those words mean a great deal to us. They help us express just how we see things differently and we hope they mean something to all of you who also see things differently and to everyone who is striving to move the world forward.”
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