Skip to Content

Apple’s latest ads take a different approach

A general view of Comerica Park with an Apple iPhone 6 advertisment in the background as fans watch the game between the Detroit Tigers and the Cincinnati Reds at Comerica Park on June 16, 2015 in Detroit, Michigan.A general view of Comerica Park with an Apple iPhone 6 advertisment in the background as fans watch the game between the Detroit Tigers and the Cincinnati Reds at Comerica Park on June 16, 2015 in Detroit, Michigan.
A general view of Comerica Park with an Apple iPhone 6 advertisment in the background as fans watch the game between the Detroit Tigers and the Cincinnati Reds at Comerica Park on June 16, 2015 in Detroit, Michigan.Photograph by Mark Cunningham—Getty Images

http://www.youtube.com/watch?v=rgQdeni5M-Q

Apple’s latest iPhone ad focuses on the iPhone 6’s camera.

The company’s TV ad is a part of its “If it’s not an iPhone, it’s not an iPhone” marketing series. Images of photos and videos flash on screens arranged in a variety of positions, all set to a catchy track by Giraffage called “Be With You.” Apple has also launched a dedicated website to accompany the new ads.

Camera-focused ads have been a recent trend for Apple. The company’s “Shot on an iPhone 6” campaign, which takes user-shot photos and turns them into advertisements, won a prestigious Grand Prix at the Cannes Lions 2015 advertising festival in June.

Apple’s camera has been touted as a leader in its field, with a study by camera ratings site DxOMark showing iPhone 6’s camera comes out as the highest-rated among its peers. However, competitors are taking aim — Motorola, for instance, recently boasted about its “best-in-class” camera in its upcoming Moto X Style.