Apple kicked off its product event on Tuesday with a video called “Perspective,” 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.
Apple’s ways of seeing things isn’t different enough, says Andy Gershon, manager of the band OK Go. He is also a contributor to Bloomberg TV. The band used the same visual trick in the video for its song, The Writing’s on the Wall.
OK Go’s video has been viewed over 10 million times since it was posted to YouTube GOOG in June. It also won this year’s Video Music Award for best visual effects. It’s entirely plausible that someone would be inspired to make a similar video. But that’s not what happened, Gershon says. He says the band met with Apple in April to pitch that visual concept as a potential video collaboration. Apple declined, so the band made its own video. Apple then hired 1stAveMachine, the production company behind OK Go’s video, to make a video for its iPhone launch event; it also used the same director. Apple did not immediately respond to requests for comment. “The videos speak for themselves, and you can draw your own conclusions,” says Gershon.