Departing from their usual “sunny, happy, life is beautiful” campaigns, Apple has turned around and embraced the dark side of technological life. In a strange 30-second video, Apple shows us high contrast, emotion-evoking imagery in black and white. Having absolutely nothing to do with the new iPhone, and not showing any true images of the device, this video advertisement is truly weird but also very alluring. Perhaps Apple decided to focus on the adrenaline-dependancy we all have on our devices… or maybe they just wanted some artistic attention. Have a look at the video and let us know what you think.