Two weeks ago, I wrote a story
called "iParenting: How the iPhone is changing the way we parent."
I realize I used "we" pretty loosely there in the headline, not
having any kids of my own, but I think the general statement --
that technology in general, and the uber-hip trappings of the
iPhone in particular -- are markedly changing the way parents
handle the million and one things they do on a daily basis.
As I said in the article, corporate America is taking notice,
with companies from Tide to Betty Crocker launching their own apps. The
"iPhone Mom" is the biggest thing to happen to advertising since
And now, Apple itself is taking notice.
And as I was fast-forwarding through commercials during my
DVR'ed "30 Rock" last week, I saw two commercials back to back that
made me pause and rewind. They were both for the iPhone. And
they were both so clearly aimed at moms.
One shows a baby taking his first steps, which his mom (who
either has excellent timing or is permanently glued to her iPhone)
captures with the phone's video feature. She then sends it to her
family members. And then (get this!!!!!) they all get on a
conference call and talk about it. Takeaway lesson: The iPhone
makes those special parenting moments even special-er.
The other starts with Mom saying: "It's unbelievable how much
better family trips have gotten." Mom checks her family into their
flight, finds the kids a snack near the gate, and entertains them
with a movie while they wait. Oh, and then she turns off her living
room lights from her iPhone. The takeaway lesson here? You can go
on a family vacation and keep your sanity! Just as long as you have
I'm not bashing Apple here. These are great commercials. And
they have the added benefit of being true. I have an iPhone, and
while I've never recorded my fictional child's first steps, I have
checked in for a flight, found the closest ATM in a pinch, and sent
friends pictures of clothes (thus avoiding a few poor dressing-room
But make no mistake, moms and dads: Apple's got it's eye on
And I'm going to look into that lights thing...I wonder if
there's one for the coffee pot...and the curling iron...and the
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