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The first ads for Apple’s HomePod are all about music

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‘I got loyalty’

Apple has released its first ads for its upcoming speaker system, HomePod, which put the focus on the speaker’s place in the home as an audio device, featuring dynamic text set to the likes of Kendrick Lamar’s “DNA” and Big Boi’s “All Night.”

The ads are quintessentially Apple: short and dynamic. The company’s use of Lamar’s “DNA” — a song about black identity in an oppressive society — feels telling. The lyrics “I got loyalty,” seem like it’s more about the loyalty of its customers, who will be taking a chance on the device as the company wades into an already crowded field.

Apple opened preorders for the $349 device earlier this week, and it’s expected to start shipping on February 9th.