Apple's new iPhone ad is SO simple and SO India!

The ad, which is referred to as 'Dependably Durable' and rather more colourfully as 'Wreckshaw' is about half a minute long. It basically revolves around a very typical Indian experience - a crazy autorickshaw ride. In fact, we could remove the word 'crazy' from the previous sentence and still make sense. Autorickshaws, which are three wheeled vehicles, are a popular means of public transport and are often known for being driven recklessly on roads as well as areas that are not quite, well, that road-y. Basically, an auto is something that is closer to a tiny car in size but is driven like a scooty. Auto rides can often be nerve wracking. And the latest Apple ad features one.

Wreckshaw revolves around a young lady's ride in an autorickshaw through a typically crowded road in a typical Indian town. As the auto veers wildly and changes speed and goes this way and what, its passenger is tossed from side to side, and so is the iPhone 15 in her hands, on which she is watching an IPL match.

The iPhone 15 even falls out of her hands and crashes on to the floor of the auto. But nothing happens to it, thanks to its sturdy build featuring Ceramic Shield glass. The ad ends with her continuing to watch the match on her iPhone, smiling even as the auto continues to swerve and turn crazily. The words 'Relax, it's iPhone' appear on the screen as the ad ends.

It is a short, sweet, typically Apple ad. There are no specs, no dialogue (the very energetic and slightly chaotic "Buckle Up” by CHAII, Sam Bruno, and Don Electron plays in the background), and hardly any words. All the focus is on the crazily swaying auto and its passenger and the poor iPhone that is bouncing around in all this.

Some might even see something deeply symbolic in the end of the ad, where the passenger smiles and keeps watching cricket on her iPhone even in the midst of a very crazy ride. It's as if one is grinning through a very troubled journey called life. With an iPhone in one's hand. Or perhaps we are reading too much into a simple ad.