Dick in a box
With the new iPhone’s video chat, a second built-in camera faces the user, whose image is shown in the interface as a kind of tiny self-portrait. Of the many narratives instilled in their recent advertising campaign, a women tells her husband that she’s expecting (expectation being Apple’s entire marketing ethos). We the consumer become the husband, experiencing a half-life of their fantasy. In the ad, a perfect hand holds the phone — a model’s, though we accept it as the husband’s, faithful of the narrative.