There is an interesting and applicable point made in "The American Gustation Crisis of 1985" http://www.damninteresting.com/the-american-gustation-crisis-of-198

There is an interesting and applicable point made in "The American Gustation Crisis of 1985" http://www.damninteresting.com/the-american-gustation-crisis-of-1985 http://www.damninteresting.com/the-american-gustation-crisis... (aka. How Coca-Cola won the war). In retrospect, some marketers believe that the failure of New Coke may have had something to do with sensation transference, a human oddity first described by Louis Cheskin in the 1940s. http://en.wikipedia.org/wiki/Louis_Cheskin#Sensation_transference http://en.wikipedia.org/wiki/Louis_Cheskin#Sensation_transfe... Cheskin demonstrated that people will unconsciously associate imagery, sounds, tastes, aromas, and textures into their general impression of a product, even if such associations are unintended or inaccurate. What Apple is doing with the commercial, as pointed out by MG Siegler, is using our emotions, specifically our love of our family and friends, to the iPhone, associating that emotion and love to the iPhone. Powerful. Scary.