Apple’s new ad for the iPhone 5s looks at all the apps from a different angle

Apple’s new ad for the iPhone 5s looks at all the apps from a different angle
We don’t talk a whole lot about the business applications for smartphones here because they are typically so far detached from the consumer experience it makes no sense to get too deep with such things.

Apple has taken a similar approach to the marketing of its products, and by most measures, it has been successful. The TV and video ads in particular tend to zoom in on one thing drive home that point, and that is what Apple’s latest ad does here.

The strengths being extoled here are familiar, it shows off some of the many different apps that make the iPhone 5s such a powerful tool, but not just for the individual consumer per se. This brings the familiar individual user experience to a level that has applications across a wide spectrum of business as well.

Much of the penetration Apple has been able to make into business has been through executives seeking to bring that simple user experience to their enterprise. While the effort has found some measure of success, Apple knows there is more that needs to be done to be more productive on that front (hence the partnership with IBM). Expect to see more of this as Apple solidifies its partnership with IBM and branches out to get its hooks into business in other ways.

FEATURED VIDEO

84 Comments

1. engineer-1701d unregistered

, well that could be the dumbest commercial ever seen in my life yes like a real professional use an app on an Apple iPhone other than actual technology that is built specifically for what they are doing biggest lie ever Android should do the same thing with that commercial and do all of the apps just like they have just because there are stupid people out there that will believe that real doctors and technicians will use an Apple iPhone to do the job of a $2000 piece of equipment

2. ihavenoname

Posts: 1693; Member since: Aug 18, 2013

You call people stupid yet you can't even use punctuation...

23. JMartin22

Posts: 2369; Member since: Apr 30, 2013

Do you really have to pull the grammar/syntax Nazi card to really be able to illustrate your point? The main criticism was primarily to placate to the fact that the commercial seemingly insinuated that the iPhone could substitute to almost any piece of professional equipment that you needed (as it was showing professional people in the field) It is dumb and people who really could believe that are also inept. Phone hardware using software in bizarre applications will never be as reliable or accurate as the equipment used in the field, that do cost $1,000s.

70. marcski07

Posts: 600; Member since: Apr 25, 2014

come on, it's making professionals look stupid and shallow... this is the dumbest, misleading ad i've ever watch...

3. hipnotika

Posts: 353; Member since: Mar 06, 2013

android do same thing ? hahaha android apps are garbage.

40. tedkord

Posts: 17312; Member since: Jun 17, 2009

Keep telling yourself that, and maybe one day even you'll believe it.

71. Arte-8800

Posts: 4562; Member since: Mar 13, 2014

"if you don't have an IPhone, you don't have an IPhone "

7. zorkor

Posts: 2; Member since: Aug 02, 2014

Agree with you. This ad sucks man. They can do better than that.

12. darkkjedii

Posts: 30971; Member since: Feb 05, 2011

Try using, periods, commas, and other forms of punctuation before calling out the "dumb" word. The one comma you did use, shouldn't be at the beginning of a sentence, "well" should've been capitalized too. At least you can spell though, unlike Arte 8800

22. JMartin22

Posts: 2369; Member since: Apr 30, 2013

You're right in that regard, no one is going to eschew an advanced piece of equipment or having a vital interpretation skill for a less accurate, more primitive means of deciphering a problem, i.e. watered down hardware applications in conjunction with software (applications) At least not if you're a professional in the field.

59. InspectorGadget80 unregistered

Samsung ads are better than Apple's and also speaks the truth.

81. pulkit1

Posts: 354; Member since: Jul 03, 2014

Well if they did then people would never buy the unoptimised galaxy series .

78. pulkit1

Posts: 354; Member since: Jul 03, 2014

why are you so but hurt . Big professionals might not use it but hobbyist and other people do . So chill and go back to your basement .

4. fzacek

Posts: 2486; Member since: Jan 26, 2014

I gotta give it to Apple, this ad ain't bad...

5. Tritinum

Posts: 471; Member since: May 06, 2014

if anyone owns an iPhone no matter how good they are I start to dislike them.

6. promise7

Posts: 894; Member since: Jul 03, 2013

If anyone chooses who they like or dislike in life based on a materialistic item that has nothing to do with them whatsoever, I start to feel sorry for them.

20. Neo_Huang

Posts: 1067; Member since: Dec 06, 2013

Same...seeing so many clueless people with iPhones makes me sad.

51. Arte-8800

Posts: 4562; Member since: Mar 13, 2014

That's Darkkjedii. He owns one, and is clueless. Always going off topic, and Ad-Hominem attacking other users.

75. darkkjedii

Posts: 30971; Member since: Feb 05, 2011

No it doesn't. I mean, how could seeing someone with a phone possibly make you sad? Let me ask you another question, how many green thumbs do you want for that comment?

9. AeroPrime

Posts: 175; Member since: Feb 21, 2011

Oh please we are not born yesterday! this ad is garbage!

10. jshan

Posts: 200; Member since: Dec 25, 2011

F...ing yeah baby !! More powerful !! Not like only big numbers but yeah better performance !!

11. StraightEdgeNexus

Posts: 3689; Member since: Feb 14, 2014

This was a meh ad tbh. As always apple depends on apps to show iphone functionality, because ios doesn't have out of box functionality lol.

14. Vexify

Posts: 570; Member since: Jun 16, 2014

Youre missing the point.

82. pulkit1

Posts: 354; Member since: Jul 03, 2014

Ios is designed to be a smooth and fast clean slate on which developers write the functionality through apps while android offers a lot of things and appeals to different kind of user.

15. darkkjedii

Posts: 30971; Member since: Feb 05, 2011

Good ad, to demonstrate the use of mobile technology out in the field.

33. darkkjedii

Posts: 30971; Member since: Feb 05, 2011

Hey guys, everyone should read post #29, and be sure to green thumb it. Arte's putting in quite the effort lol. Hey Arte +1 from the Jedster.

42. Arte-8800

Posts: 4562; Member since: Mar 13, 2014

Lmfao You need it Dark, not me.

35. darkkjedii

Posts: 30971; Member since: Feb 05, 2011

C'mon guys, green for post 29. He's really trying here, for crying out loud.

38. f35hunter

Posts: 238; Member since: Dec 12, 2013

OMG . looks like that the 5s is the best smartphone in the universe !!! I must buy one now !!?

39. darkkjedii

Posts: 30971; Member since: Feb 05, 2011

One of the best, LG HTC, and Samsung make a killer line up too.

* Some comments have been hidden, because they don't meet the discussions rules.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.