As the Labour Party leadership contest enters its final stages, the candidates are making their final pitch to voters. Liz Kendall, who is widely perceived as the candidate of Labour's Blairite faction last night published this video showing her writing a letter:
Perhaps the most surprising thing about this advert is that at the end an Apple logo doesn't pop up on screen with the text "iMac available in stores in now" given the lingering shots of Liz's rather swish looking IMac computer and Apple accessories.
In style and in tone, it isn't a million miles away from Apple's own advertising, with adverts like the below featuring a similar muted colour pallet. The only difference is that rather than sell you an Apple Watch, Liz Kendall is instead trying to sell a more centrist Labour Party.
The similarities also run much deeper.
Like Apple, Liz doesn't have the biggest market share despite offering arguably the slickest and most user-friendly package. But unfortunately, both have a rival in the form of an eccentric – Jeremy Corbyn /Linux-based Android. Though open-source software and Linux have been around for years, it is only recently that they have made huge inroads. The catapulting of Linux-based Android to its domination of the mobile industry is really quite surprising when you think about it. Linux was seen by most people as not a very credible alternative despite a handful of hardcore evangelists, but it turns out that after trying it, the public liked what it saw.
Yes, Jeremy Android isn't as slick as Liz Apple, but it does the job admirably, and perhaps more importantly by using open-source software, there's a certain feeling of ideological purity to it. Meanwhile, hard leftist Android Corbyn has long been seen as a bit of a crank, but is on course to dominate.
In this torturous analogy both Andy Burnham and Yvette Cooper are Windows: the old default choice, that everyone will use if need be, but a choice that nobody really feels too enthusiastic or passionate about.
There is one big difference between politics and tech though: in politics, winner takes all, and there are no prizes for second place. Current polls suggest that Liz is going to be comprehensively defeated when the votes are counted. So her challenge now is like Apple a few years back, before the iPod. Can she convince Labour members to Think Different?