Posted by Craig Borlase on 10 June 2014

Remember the time when everyone seemed to be going on about how cool Apple was? It was a few years back, right about the same time that people were getting all excited whenever Bono dropped a hint about his Christian faith. Oh, and people also liked to have strange words like 'classy' embroidered across the back of their jeans. 2008 was a strange time indeed. 

Perhaps that explains why we missed this... quite possibly the worst Apple advert ever made. Tongue-in-cheek but still sexist, painfully boring to the point of being entertaining, selling a project that has so little 'wow' it's almost in a coma.


But what's it got to do with worship? Not much, admittedly. Apart from this: the world changes pretty fast these days. Two decades after this advert was made, Apple had released the iPod and iMac and was well on the way to revolutionising the world of music. What great transformations are set to be revealed over the next twenty years? Who's in the wings right now, waiting for their time? And do we believe that the collective worship of God has the potential to make just as revolutionary and impact on culture as Jobs's inventions?

And then there's this: I have a feeling that Apple isn't proud of this ad, even in an ironic way. But even though the branding is unrecognisable from the Apple we know today, to me it seems kind of quaint. I like that they had to visit the valley floor before they ascended the mountaintop. So, worship leaders, let's not try to brush aside the past, no matter how uncool or dated it looks. Unlike this early, clunky-looking piece of desktop furniture, the songs of the past still work. Perhaps it's time to go back and rediscover some gems. 



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