/// Apple’s Newest iPhone Ad Still Says Nothing, Is a Little Less Great

May 24, 2013  |  All Things Digital

The deceptively simple iPhone ad Apple rolled out last month has garnered all sorts of praise. Totally justified! So you can see why they’d try a new one, using the exact same format, music and spec-less pitch. The only difference is that this time, instead of focusing on the notion that iPhones = cameras, Apple is reminding you that iPhones also = personal stereos. So why don’t I like this one quite as much as the first? My gut: Because when you take a picture, you’re probably doing it with the hope of sharing it with someone. And while Apple makes a point of showing some scenarios where the iPhone brings music to more than one person, it is honest about the primary use case: Just, you, your phone and some ear buds, sealed off from the rest of the world. Honest. But not as much fun. (Bonus content for hardcore Apple tea leaf readers: Note that several of the shots in the camera ad showed iPhone owners using Facebook-owned Instagram. In this one, there’s indication what service or software iPhone users are listening to.)

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Apple’s Newest iPhone Ad Still Says Nothing, Is a Little Less Great



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