Fell From the Tree

Your Verse

Apple today aired a new ad for the iPad Air. The voiceover, a clip of Robin Williams’ character John Keating in Dead Poets Society says

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for. To quote from Whitman, “O me! O life!… of the questions of these recurring; of the endless trains of the faithless… of cities filled with the foolish; what good amid these, O me, O life?” Answer. That you are here – that life exists, and identity; that the powerful play goes on and you may contribute a verse. That the powerful play *goes on* and you may contribute a verse. What will your verse be?

You can watch the ad below, but I strongly recommend visiting Apple’s companion page.

It’s a powerful statement1 that squarely builds on Steve’s idea that Apple likes to operate at the intersection of technology and the humanities.

This is Apple advertising at its best.


  1. Which, as Linus Edwards points out, isn’t the first Apple ad to be inspired by that movie