Apple released a pair of new iPhone 6 ads.
In the first ad, entitled Hardware & Software, Apple tells customers about iPhone’s merits rather than demonstrates them through story-driven narratives.
The ads feature a voice over detailing what makes the company’s device unique compared to other smart phones and smart phone platforms while showing off a number of iPhones doing various things on a white background.
The “Hardware & Software” ad also explains how the company is one of the few smart phone manufacturers to design both the hardware and software parts of the device.
Then, it shows games, intensive apps including GarageBand and iPhone-exclusive features like Apple Pay and FaceTime.
The second ad is entitled “Loved” and seemingly showcases how satisfied iPhone users are. It also claims that 99% of people who have an iPhone love their device and shows off people messaging, sending emojis, FaceTiming and having a good time on a multitude of iPhones before cutting to the new tagline.
Both videos end with a new tagline: “If it’s not an iPhone, it’s not an iPhone.”
Apple’s previous major iPhone ad campaign, called Shot on iPhone 6, heavily showcased the camera found on the device and didn’t reveal the actual device in the advertisements, but rather only footage shot with the phone.