Wednesday, January 02, 2013

Apple releases 'Do Not Disturb' ad at precisely the wrong time

Timing is everything. This is an example of really, really, really bad timing.

As Apple's iOS 6 "Do Not Disturb" feature enters 2013 with a New Year's Day bug that prevents it from ever coming out of its self-imposed silence -- without a manual assist, anyway -- Apple chose to release a new iPhone 5 commercial.

The bad timing came about because the ad (embedded), which features the sibling tennis stars Venus and Serena Williams playing table tennis in a dream sequence, focuses on that same buggy "Do Not Disturb" feature. The ad tells viewers that they might miss out on an awesome dream without iOS' "Do Not Disturb" feature.

The "Do Not Disturb" setting is supposed to completely silence an iOS device, including calls, alerts, and notifications, while it's locked and within the scheduled timeframe. With this bug, the device never begins "disturbing" iOS 6 users again.

Some say that rebooting their iDevices fixes the issue. Others have successfully restored their iDevices' verbosity by turning the feature off, then on again.

Either way, it's a familiar issue with iOS, meaning time-related issues when there is some sort of transition. We've seen this quite a few times with Daylight Saving Time, but at least the company has never deleted an entire month, as Google did with Android 4.2 and December.

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