08 March 2018
The Apple iPhone 8: All Talk?
In our world today, we are overtaken by technology and gadgets, but one electronic that
almost everyone seems to be holding in the palm of their hand is the iPhone. Now, the iPhone as
we know it comes in many shapes and sizes and colors with multiple unique features to go along
with the “i-Something” line. The spoof video created by youtuber who goes by the name
“nigahiga” regarding the then-future iPhone 8 pokes fun at the Apple company in a satirical
manner for adding so many unnecessary features to the iPhone along the years and turning it into
a franchise. The video pinpoints the device itself, as well as the compatible tools a user would
need to operate the device to its full capabilities, and of course the most controversial part of the
device: the pricing. This humorous spoof although intended to be just a joke, does voice the
concerns of many iPhone and Apple product users around the world. This essay will touch on the
rhetorical values portrayed throughout the video as well as the events leading up to the making of
The technological world has advanced at an alarming rate through the past decade,
mostly thanks to a man named Steve Jobs, also known more popularly as the creator and founder
of Apple Incorporated. When Jobs first took the world by storm it was through his invention
called the Mac computer, but his most popular invention, the iPhone, was a game changer.
Though the iPhone was one of its kind, many other competitors created similar smartphones in
hopes to overtake the cell phone market. Fast forward to the passing of Jobs who was the
creative director of the company which led to the more unnecessary features being added to the
This spoof starts out just like your normal advertisement when it comes to the iPhone,
showing off its sleek trendy look and the Apple logo on the back. This picturization appeals to
the ethos because it seems credible to the viewer in the way that it is presented. The video starts
with a preview of the logo with the poop emoji and the words “Introducing iFhone 8”. This
introduction is similar to those of the previous iPhones that have been launched and makes it
seem all too real. The video has a very cool music style that seems consistent throughout the
video even while the “Apple representative” is speaking of the phone. The video quickly cuts
into nigahiga mentioning and somewhat mocking how the previous iPhone was disappointing for
some because it was the same as the iPhone 6 so they added another camera to make it different.
In fact, he goes on to say that they added four different cameras in a very sarcastic tone but also
making it relateable for the average consumer because Apple’s new versions of the iPhone have
been made fun of and questioned. The introduction to this video also sets the tone for pathos
because it makes the audience feel the sense of mockery and false excitement that the “Apple
representative” wants them to feel. The replacement of the apple symbol with a poop emoji also
helps the audience pick up on is tone and empathize with him and his views.
He then moves on to explain why the “quadcamera” experience is better than any other
yet and in a normal advertisement, this part would appeal to the logos or logic in having four
cameras and creating a better iPhone camera quality, and that is exactly what he does. He appeals
to the audience by showing the flashy object and how it is a new must have, better than all of the
rest. This is a smart technique which also appeals to pathos and the idea of “I need this” because
although he is mocking the iPhone and its qualities, in a way he is also unintentionally capturing
the attention of the audience because he knows what they want. For many people it is about
getting the newest and most update technology, even if it is unnecessary or more costly.
One moment that really captured my attention was when he compared the resolution of
the tricamera and skipped straight to the quadcamera, later on adding the words “it’s a little
too...Samsung” identifying the significant difference and competition between the two. This part
of the video appeals to logos, allowing the audience to think for a split second and decide if they
want to be team Samsung or team Apple. This moment also appeals to some pathos because it
invokes a sense of emotional bias, whether it be that they want to fit in and be team Apple or if
they want to be a part of the “not-as-good” team Samsung. Interestingly enough, this phrase can
also be interpreted as ethos because he uses just the right words to present the quadcamera
feature to make it sound cool and edgy and almost like a must-have.
Now this part of the video is where it gets even more interesting, presenting the color
schemes. As we all know, Apple Inc. came out with new colors in the iPhone, of which there
were two black colors, one being shiny jet black and the other being matte black. The video
creators, although they meant to be funny and sarcastic, may have unknowingly touched on an
actual issue here. The “Apple representative” then goes on to say the new phone is available in
“light skin brotha black” and “Jack Black on a hot day” and then says he could “go on all day”.
When he mentions this he does it for laughs, yes, but he also appeals to the pathos of the
audience, more specifically the colored audience watching. The issue of race is a very sensitive
and widespread topic and brings about many different thoughts and opinions. Some people may
have felt angry or attacked even, but others may have felt recognized and even spoken up for
regarding the issue of race and discrimination by the bigger corporate companies who choose to
ignore recognizing racial issues publicly. Another thought process may recognize this as logos
and think logically about what he is saying and why he is saying it. Is it being mentioned to call
the company out for introducing two different types of black colors or is it being mentioned to
ask for attention regarding race and equality issues?
Moving on the part of the video that holds the most logos; the pricing. It is widely known
that cell phones have become more popular, more expensive, and much nicer. Compared to your
average flip phone, the smartphone is much more advanced therefore it requires more network
and data and other accommodations in order to be able to use it to its full capacity. The iPhone
tends to get more expensive as the years go on and so do its services, therefore the “Apple
representative” presents the phone starting at one dollar itself but then names the extra and
“luxurious” features that cost much more than the phone itself, eventually leading the total bill
for the phone to be billions of dollars (jokingly of course) but also somewhat realistic because
the price for everything is skyrocketing.
Throughout the duration of this scene, the presenter is steady with his appeal to ethos as
well. He uses the right tone and the right words to convince the audience that he is speaking
credibly about his topic and seems knowledgeable about the topic enough to make someone want
to purchase it. He states the facts and adds the costs and even though it is sarcastically he still
manages to present his point to the audience in a credible manner.
Astonishingly after all of this sarcasm and mockery of the Apple products, the video
closes out with the presenter saying advertising that you can also buy another feature or just buy
android. This appeal to logos comes in conclusion to all of the points mentioned throughout the
video, from the unnecessary features to the extraordinary price, he portrays the logical thought of
any consumer; why go through all of that hassle when you can just buy an android? Surely if one
option is able to function the same as the other and has the same functionality and features but is
priced more reasonably and is easier to function, logically one would choose that over the other.
This video, even in its attempt to be sarcastic, showcases ethos, pathos, and logos in
terms of marketing and advertising but also in terms of current events that the world is going
through. A rhetorical analysis of this video leads the viewer to dig deeper and read the
underlying message throughout the visuals, sound, and wording.