New "Dreams" Ad Shows Multiple Uses of iPhone

Apple is continuing its "Powerful" campaign with a new "Dreams" ad showing many different uses of an iPhone, from monitoring weather and taking emergency calls to making jewelry, translating language, and painting a mural. It's similar to iPad ads in the past, but this time with music in the background instead of poetry, featuring "When I Grow Up” by Jennifer O’Connor.

Also, Apple's new subsidiary Beats released an ad on Friday that has two pill-shaped characters with boombox heads talking about Apple and Beats joining forces. They're eager to join a celebration party hosted by Dr. Dre and ask Siri for directions. But Siri informs them that the party is by invitation only.

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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.