Apple takes 'If it's not an iPhone' ad campaign online with new minisite

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As part of its 'If it's not an iPhone' ad campaign, Apple on Friday introduced an online minisite touting unique iPhone features, from an unparalleled selection of apps to digital and physical security.

The new minisite is designed to mirror the interactive Web aesthetic Apple applied to pages dedicated to core products like iPhone 6 and, more recently, the new 13-inch MacBook.

At the top is a brief introduction explaining the ethos of iPhone, a device Apple says is something greater than the sum of its parts.

Every iPhone we've made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.

As viewers scroll down the page, a single iPhone 6 remains persistent on the left side of the screen, its display cycling through screenshots, motion graphics and apps specific to each of the minisite's 13 feature sections. Following the top module Apple runs through iPhone highlights including hardware/software synchronicity, camera functions, apps, Touch ID, resistance to malware, Apple Pay, health tracking and accessibility functions.

The final section concludes, "And that's why if it's not an iPhone, it's not an iPhone." Three links direct users to purchase, explore more through Apple's main iPhone site and learn how to switch to iOS. Apple has become exceedingly proactive in its pursuit for smartphone owners looking to switch platforms, especially those jumping ship from Android.

Apple's latest iPhone ad blitz focuses on the handset's A pair of TV commercials marked a start to the campaign earlier this month, which was followed up by a spot highlighting the quality and quantity of apps offered on iOS.