In a June 2020 review written by The Eastern Echo, the publication categorized Raury’s single “Take Back the Power” as a kind of call-to-arms. Specifically, the song speaks to the nature of oppression historically inflicted on members of the Black community in the United States, referencing “slavery, segregation, and the enduring racism Black Americans face today when taken in context to our current moment in history,” per the blog.
This isn’t the first time Apple has used themes of revolution to help market and sell their products. The most well-known example of this is an ad from 1984 that helped usher in the release of the Apple Macintosh personal computer. The television advertisement utilized themes from George Orwell’s novel 1984 (which the company did on purpose to pair with the year that share’s the book’s title) and featured a woman running through a theater and breaking the screen. Those seated in the auditorium depicted in the commercial were listless and assumedly under the sway of a Big Brother-like entity.
The story behind “Take Back the Power” can also be attributed to Raury’s own struggles — something that made sense for this particular Apple commercial. According to an interview the artist did with DJBooth in 2018, he was unhappy with his recording contract at Columbia Records. “Take Back the Power,” released in June 2020, was seemingly a response to finally severing connections with the label.