AppleInsider Staff
As part of Apple's new iPhone ad blitz, the company on Sunday released a 30-second spot highlighting user access to the iOS App Store and its more than 1.5 million titles, reminding consumers that "If it's not an iPhone, it's not an iPhone."
Like commercials aired earlier this month, today's ad touts exclusive smartphone features, functions and user benefits only offered on Apple's in-house platform. Specifically, the spot, titled "Amazing Apps," plays up access to the iOS App Store's mammoth selection of quality software.
Talking over a poppy backtrack, the narrator starts out by introducing iPhone, adding, "And it comes with something amazing: an App Store with over one and a half million of the best apps available. That's over one and a half million hand-picked, awe-inspiring, just-plain-surprising, who-knew-a-phone-could-do-that apps."
From games to educational and productivity apps, a variety of titles are showcased on the screens of a seemingly endless sea of iPhones. Apple's eye for detail comes through in a final visual sequence showing an iPhone kaleidoscope running apps grouped together by color. The ad ends with the tagline, "If it's not an iPhone, it's not an iPhone."
Saturday's short commercial is part of Apple's "If it's not an iPhone" series that debuted with two spots advertising iPhone's cohesive hardware and software ecosystem, and wildly positive consumer satisfaction ratings. The new ads reveal a marked change in direction from previous iPhone media campaigns that relied on story-driven narrative rather than direct facts.
Christine McKee
Malcolm Owen
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Amber Neely
22 Comments
You need timely OS update, you got it. You need single hardware/software/app integration, you got it, you need sleek large screen capable phone, you got it. You got it all in iphone. That's why If it ain't an iphone, it ain't an iphone !!
I have to say I'm still not convinced by the campaign theme. Until now, Apple has almost never made reference even to the existence of competition in its iPhone ads. Like Coca-Cola and McDonalds, Apple's a market leader. Like them, it should just say what's good about their products, not what other companies might be doing by contrast. Making comparisons is often a clear sign of who's losing the fight: Burger King, Pepsi, Samsung.
Admittedly, the reference to the competition here is very slight, but still.
This is the strongest of this ad series so far. It provides a compelling reason to check out what's on the Apple platform, the other reasons while genuine here, come across cliche since other platforms have always pretended to have a functional hardware/software pairing.
Not digging these ads at all. There are not 1 million good apps on the App Store. The shot on iPhone campaign is much much better.
I have to say I'm still not convinced by the campaign theme. Until now, Apple has almost never made reference even to the existence of competition in its iPhone ads. Like Coca-Cola and McDonalds, Apple's a market leader. Like them, it should just say what's good about their products, not what other companies might be doing by contrast. Making comparisons is often a clear sign of who's losing the fight: Burger King, Pepsi, Samsung.
Admittedly, the reference to the competition here is very slight, but still.
Well, they're certainly not "losing the fight", so I guess it isn't really "a clear sign" of that fact at all. Advertising rules like "never mention your competition" are not set in stone. Depends on specific context, tone, goal, and approach. You can't compare subtle references to the obsessive, mocking, desperate, condascending Samsung comparison ads for example.