There’s something wonderfully full-circle about the song Apple chose for the iPhone Duo reveal.
If you watched Apple’s introduction of its first foldable iPhone, you may have noticed “Threads” by ear soundtracking the reveal.
It’s an atmospheric little track that fits the whole thing surprisingly well — but the story behind the band makes the choice even better.
ear’s first single, “nerve,” was actually recorded on an iPhone.
Yep. An iPhone.
At the time, it was simply a young band making music with whatever they had to hand.
Two years later, that same idea has come full circle in a pretty spectacular way:
ear has gone from recording its first song on an iPhone in a college library, to having its music featured in an Apple advertisement introducing one of the company’s biggest new products in years.
That’s quite the journey.
Apple’s iPhone Duo reveal uses “Threads” as part of the soundtrack to the introduction, alongside other tracks including: “Rodeo” by ill peach and “Taxi” by Michigander.
And there’s something particularly satisfying about ear’s story sitting underneath all of this.
The first chapter was an iPhone being used simply as a tool to make music.
The next chapter is that music being used by Apple to sell an iPhone.
From a college library to an Apple product launch
Not bad for two years.
It’s also a neat reminder that the iPhone has become much more than a phone. It’s a camera, recording studio, editing suite, notebook, publishing platform and, increasingly, the thing people use to make the stuff that ends up in front of millions of other people.
ear’s story is a particularly nice example of that.
Recorded on an iPhone. Featured in an Apple ad.
Full circle, from a band you probably hadn’t even heard of — until last week.