Apple Pay is focus of latest 'If it's not an iPhone' ad

Apple on Thursday released a new television commercial as part of its "If it's not an iPhone" campaign, this time throwing a spotlight on the smartphone's Apple Pay touchless payment capabilities.

Like recent iPhone spots, Apple's latest features a narrator extolling the handset's virtues against a bouncy backtrack and strikingly minimalist, yet playful, visuals. Cut from the same cloth as other "If it's not an iPhone" ads, the commercial released today trends toward a younger demographic.

Apple lays out Apple Pay's merits in its 30-second spot, highlighting ease-of-use, security and nationwide availability at one million merchants. More interesting, however, is Apple's use of hidden rhymes. For example, today's ad wraps facts and numbers in a loose four-line rhyme scheme. Looking back at past ads reveals an enclosed rhyme scheme (ABBA) in "Amazing Apps," and a short broken monorhyme (AAA) in "Hardware & Software."

It's not clear if Apple is overtly capitalizing on some subconscious predilection for rhymes and rhythm, in effect forcing us to listen to its ad copy, or is simply having fun with words (the company's marketing team seems to have a thing for puns). In either case, the results are effective.

Apple debuted the "If it's not an iPhone" blitz in July as a departure from the dramatic story-driven marketing used to sell its handset for years.

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11 Comments

applesauce007

said about 8 years ago

If it's a Windows or Android or BlackBerry phone, it ain't an iPhone! If it's a Windows or Android or BlackBerry phone, it is inferior. If it's a Windows or Android or BlackBerry phone, upgrade it to an iPhone 6s.

slurpy

said about 8 years ago

Good, they should saturate the airwaves with this so that it's obvious to everyone that this is the real deal and the original, before Samsung Pay comes out.

slprescott

said about 8 years ago

I hope they continue Apple Pay ads. They help build awareness among merchants (in addition to the presumed main audience: consumers).

solipsismy

said about 8 years ago

Over 1 million stores? Did they give a number at a previous event or earnings call?

rob53

said about 8 years ago

As I've mentioned before, I live in the Pacific Northwest and we have a very nice fast food restaurant (I know, no fast food restaurant is good) called Taco Time. It's not to be confused with any legitimate Mexican restaurant but when I was leaving I noticed an interest device on the counter. I asked one of the workers what it was and he said they just got it and it's a QR code reader. Supposedly it's for reading coupons and gift cards but I wonder if it's a test device for CurrentC. I hope not because the worker didn't think anyone would spend the time figuring it out, especially with the multiple steps required. They still don't have a chipped card reader and he knew something about the October deadline. As I do in many of the stores that don't have ApplePay or updated card readers I suggested they make sure they get the right NFC equipment so it can be used properly and securely with ApplePay and any other NFC-compatible application. Apple is trying but I wonder how many executive even watch commercials to see how easy ApplePay really is. We can only try and help Apple educate the masses.