Apple’s HomeView ad is confusing to everyone except parents
Apple’s ad introducing its new HomeView smart display is a little unusual. It’s fast-paced and unruly, depicting a family of five as they rush through the morning routine. There’s yelling and mess, misplaced keys and discarded eggshells. Apple’s typical vibe is clean, simple, orderly; this commercial is chaos.
苹果公司为推广其新款 HomeView 智能显示屏而发布的广告有些不同寻常。广告节奏极快且显得杂乱无章，描绘了一个五口之家在早晨忙碌奔波的场景。画面中充斥着叫喊声、混乱的场面、找不到的钥匙以及随手丢弃的蛋壳。苹果公司一贯的风格是简洁、有序，而这则广告却充满了混乱。
But the spot has parents — those with teen children in particular — feeling seen. I’ll admit that it stressed me out the first time I watched it, too. Mornings getting my five-year-old out the door are a special breed of chaos, and usually culminate in us playing whatever ad-libbed game will get him to put his shoes on.
但这则广告让家长们——尤其是那些有十几岁孩子的家长们——感到被“看见”了。我承认，我第一次看的时候也感到压力很大。每天早上送我五岁的孩子出门简直是一场特殊的混乱，通常以我们玩各种即兴游戏来哄他穿鞋而告终。
But it’s not quite as intense as this one, which features dad making French toast, mom losing and finding keys in her pocket, a proxy battle over the thermostat, a teenage boy helping himself to whipped cream from a can, and an unexpected video call. There’s also a microdrama about the daughter’s ride to school with a boyfriend nobody knew about that ends with everyone gathered around the HomeView watching the security camera feed of the two of them departing the porch.
但这还没达到广告里那种紧张程度：父亲在做法式吐司，母亲在口袋里找钥匙，家人为了恒温器争执不下，十几岁的儿子直接对着罐子吃鲜奶油，还有突如其来的视频通话。此外，还有一个关于女儿搭乘不知名男友的车去学校的小插曲，最后全家人围在 HomeView 前，通过监控摄像头看着两人离开门廊。
If I know anything, though, I know to trust my colleague Jen Tuohy, senior reviewer and parent to two teens, on matters of the home. Her take? “The most unrealistic part of the video is that no one is holding an iPhone.”
不过，如果说我有什么经验的话，那就是在家庭事务方面，我绝对信任我的同事、资深评测员兼两个青少年的母亲 Jen Tuohy。她的看法是：“视频中最不真实的地方在于，竟然没有人手里拿着 iPhone。”
Other parents of teens shared similar reactions on Threads. When tech analyst Benedict Evans posted about the ad feeling stressful and confusing, CNET editor at large Bridget Carey chimed in to defend it, saying “It was exactly what my morning is like and it was the most real ad I’ve ever seen from Apple.”
其他青少年家长也在 Threads 上分享了类似的反应。当科技分析师 Benedict Evans 发帖称这则广告让人感到压力和困惑时，CNET 特约编辑 Bridget Carey 站出来为它辩护，称：“这完全就是我早晨的样子，这是我见过苹果最真实的一则广告。”
The confusion about the commercial is understandable. This is a far cry from the quiet luxury lifestyle everyone seems to enjoy in Apple’s Vision Pro ads. There’s also Evans’ observation that the HomeView doesn’t really solve any of the problems that come up throughout the course of the video.
人们对这则广告感到困惑是可以理解的。这与苹果 Vision Pro 广告中每个人似乎都在享受的宁静奢华生活相去甚远。此外，正如 Evans 所观察到的，HomeView 并没有真正解决视频中出现的任何问题。
But maybe morning chaos isn’t the problem that’s being solved. If the alternative is five people all interacting with their own phones, then the HomeView presents a different picture where everyone gets the essential information they need from one shared screen and stays more present.
但也许早晨的混乱并不是它要解决的问题。如果另一种选择是五个人各自玩手机，那么 HomeView 则呈现了另一幅画面：每个人都能从一个共享屏幕上获取所需的重要信息，并能更专注于当下。
A screen that makes you be more present is a lovely idea, but the real test will come when it’s in real households. Is the HomeView going to be enough to convince families to put their personal devices down? Will everyone just ignore it and keep scrolling on their own iPhones? These are questions worth answering before you start drilling holes in your kitchen island!
一个能让你更专注于当下的屏幕是个美好的构想，但真正的考验在于它进入真实家庭之后。HomeView 是否足以说服家庭成员放下个人设备？大家会不会直接无视它，继续刷自己的 iPhone？在你在厨房岛台上钻孔之前，这些问题都值得深思！