Apple's Analysis

At the beginning of apple's ad, we see people walking and listening to their walks and others watching a strange video. Those people look very strange as they were functionning in mechanistic way. They are all wearing dark clothes, they are sad and they seem to behave like if they were machines and not human being. At the same time, we can visualize some policemen pursuing a young woman, wearing bright colours and running in direction to the projection that those "prisoners" were watching. Then, the woman throw out a hammer in order to broke up the screen in which there was the projection of what those men were watching.
After watching this ad, we can conclude that apple's used fear appeal to deliver its message. Also, the company targets all people from modernized societies. In fact, apple's professionals wants to show that their creativity and innovation will end-up this monotonous way of life and bring to it something fresh with colours, happiness, and dynamism. These greatful changes are illustrated by the woman wearing red and bright colour, and the policemen want to stop her because this product might be considered as a kind of revolution. However, ad the end end of the ad, the slogan is: "1984 won't be like 1984". In other words, apple wants to show that it will change the world and improve the life of human being.