FORTUNE — With the release Thursday night of the second “Every Day” spot for the iPhone, it’s now clear where Apple’s (AAPL) new series of TV ads is headed.

With Samsung nipping at its heels in the U.S. — and leaving it in the dust in overseas markets — Apple is capitalizing on studies that show that despite diminishing market share, more people use iPhones to do the myriad  things a well-designed, user-friendly smartphone with good bandwidth, decent battery life, a curated app store and a well-stocked media library can do.

The first two tag lines:

• “Every day, more photos are taken with the iPhone than any other camera.”
• “Every day, more people enjoy their music on the iPhone than any other phone.”

What’s next? More people surf the Web? Read e-mail? Check-in on Facebook? Text friends? Send Tweets? Look for rain? Read the news? Watch porn?

Probably not that last one. And probably not make phone calls.