Apple on Thursday debuted two new iPhone ads, carrying the quite logical tagline: “If it’s not an iPhone, it’s not an iPhone.” The ads highlight what makes the iPhone unique compared to other smartphones and platforms.
The first ad, “Loved,” features the iPhone’s extremely high user satisfaction rate. The ad claims that 99% of people who love and iPhone love it. (The 100th guy was probably that 5th dentist that doesn’t recommend sugarless gum to his patients who chew gum.)
The ad features messaging, (with emojis, natch!), FaceTime, and all sorts of other fun activities, all with a smile on their face.
Ad #2, “Hardware & Software,” highlights the fact that Apple is one of the few smartphone makers who not only creates the hardware, but also the software in the device. Showing off how this allows the device to function better are shots of games, GarageBand, Apple Pay, and FaceTime.
The ads are the third-wave of iPhone commercials that have been released since its debut last fall. The first round included the humorous Justin Timberlake and Jimmy Fallon ads, as well as the recent, and still continuing, “Shot on iPhone 6” series of ads.