Apple just launched a new series of television ads to promote the iPhone, with three new radically different commercials.
So far, iPhone commercials were focused on the fact that the iPhone offers an incredible amount of apps, with a slew of games, music apps, books, medical apps, and so on.
This time around, Apple’s message is a bit more aggressive, as instead of the traditional “There’s an app for that” slogan, the commercials open with a new tagline, “If you don’t have an iPhone,” and show key features offered by the phone, not available with competing devices.
From the App Store and its 350,000+ apps, to iBooks and its tens of thousands of books, to iTunes and millions of songs available with one click, Apple indirectly mocks competing eco-systems, as no other platform offers as much content and apps as iOS.
The commercials end with a simple tagline, “Yup, if you don’t have an iPhone, well, you don’t have an iPhone,” to remind non-iPhone customers that even though their phones look like an iPhone, it simply isn’t.