Apple continues 'Powerful' campaign for the iPhone 5s with new 'Dreams' spot

As has become Apple's custom with its iOS advertising, "Dreams" uses a series of short vignettes to focus viewers' attention on the broad array of ways in which people use the iPhone, rather than the device itself. The ad is set to Jennifer O'Connor's When I Grow Up.

It opens with what appear to be two college students using the Vaavud Wind Meter to capture weather data before recording it on a MacBook Air. In another, an artist uses Olloclip's 4-in-1 Lens System and the built-in Camera app as a magnifying glass while she sets a stone into a piece of jewelry.

Other scenes depict a local fire department responding to an emergency call with Response Deck; a doctor using iTranslate Voice to seek a mother's permission to check her child's pulse; an equine veterinarian giving a horse a check-up with Veterinary AliveECG; a pilot navigating with ForeFlight Mobile; scientists analyzing the water composition of a remote river with SAM-1; and an artist painting a mural by combining the built-in Photos app with a digital projector.

"Dreams" is the fourth spot in the app-focused campaign that began in April, following "Powerful", "Strength", and "Parenthood".