yes, it was cringey not only for that reason but also for its tone-deafness. the dissonance comes from a company who's strategy has clearly shifted downmarket

yes, it was cringey not only for that reason but also for its tone-deafness. the dissonance comes from a company who's strategy has clearly shifted downmarket and into lower-price services since the peaking of iphone sales in 2015 but is composed of an overwhelming majority of decision makers and marketers too far removed from anything less than an upper(-middle) class existence. they're trying to sell a lifestyle they firmly believe is desirably luxurious to a broad group largely composed of people with starkly different lives and challenges (in a year that's clearly made those differences more readily apparent to all). they slap on a layer of feel-good, socially-conscious color over a monotonous, lululemoned lifestyle to push a decidedly limited-appeal product, and they can't even see the mismatch or disingenuousness of it. you see the same blindered strategic mistake with news+, icloud, and even tv+, whereas apple music (which, along with ipod, saved apple from irrelevance) actually cut across class and race and appealed to a broad and diverse customer base, and without trying so hard to sell us on it. besides the interesting socioeconomic angle, fitness+ is a clear indication that apple is losing touch with customers, a dangerous sign for their future.