To begin Apple's Sept. 9 media event, in which the company unveiled its iPhone 6 and iPhone 6 Plus smartphones, Apple played a video entitled "Perspective."
The video, which Apple describes as a tribute to those "who have always seen things differently," followed a continuous shot of a camera as it moves around a white room. As the camera reaches certain perspectives, seemingly random colors and shapes are transformed into words that Apple uses to get its inspirational message across.
If the concept and execution of the video is somewhat familiar to certain people, it is perhaps because it uses similar visual tricks that OK Go used in the music video for The Writing's on the Wall.
The number of views for the video of The Writing's on the Wall has reached over 10 million since it was uploaded to YouTube earlier this year in June. The music video also received the 2014 Video Music Award for best visual effects.
The similarities were pointed out by OK Go band manager Andy Gershon, who says that the similarities are simply not a case of Apple being inspired by OK Go's video.
Gershon said that OK Go had a meeting with Apple representatives back in April, where the band pitched the visual concept used in the video for The Writing's on the Wall to Apple as a potential project for collaboration. Apple declined, which prompted OK Go to make the video on its own.
However, Apple then hired the services of 1stAveMachine, which is the company that produced OK Go's music video, to create a video for the recently held iPhone event. The project even had the same director as OK Go's music video.
"The videos speak for themselves, and you can draw your own conclusions," Gershon said.
Videos that play with perspectives is not entirely an original idea. However, the events that led to the production of both videos gives validity to OK Go's claims that Apple ripped off the concept for the iPhone launch event video from the music video for The Writing's on the Wall.
The band is currently considering certain legal options for which to proceed with.
Apple has faced similar issues in the past. In 2005, Apple's advertisements for the iPod that featured dancing silhouettes became the subject of controversy for resembling advertisements by Lugz boots. In 2006, a TV commercial for Apple showed striking similarities to a music video made by the Postal Service.