By Victor Luckerson
July 10, 2015

Apple’s commercials have been renowned for decades, but every company misfires once in a while. That may be the case with the tech giant’s latest iPhone campaign, which breaks away from the heartwarming spots the company has become known for.

In the new commercial, Apple points out that it designs the “hardware part” and the “software part” of its phones. It’s a clear shot at Android phones, most of which run software designed by Google and hardware from a variety of manufacturers. “If it’s not an iPhone, it’s not an iPhone,” the spot concludes.

A second commercial in the same campaign points out that the iPhone comes with something “different.” The difference is that 99% of customers “love their iPhone”—implying that a smaller percentage of Android phone owners are satisfied with their devices.

The spots are unusual because Apple usually focuses on the functionality of its own devices, not putting down competitors. But with iPhone sales reaching record highs in recent quarters, the company seems eager to boast a bit.

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