Apple Airs Two New iPhone Ads

Apple is airing two new commercials featuring an iPhone 5, employing the same rapid-fire word theme it used in recent iPad commercials I posted about. And again, each word is followed by a rapid display of specific apps. The ads are fun and effective, and they show the remarkable diversity of iPhone apps. The first commercial pauses on the words "rock," "sharp," and "discover." The second, on "sweet," "rise," and "brilliant." After each pause, the ad then shows apps related to that word.

You can watch the ads below. What do you think of Apple's latest marketing approach?



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Jim Karpen holds a Ph.D. in literature and writing, and has a love of gizmos. His doctoral dissertation focused on the revolutionary consequences of digital technologies and anticipated some of the developments taking place in the industry today. Jim has been writing about the Internet and technology since 1994 and has been using Apple's visionary products for decades.