Apple turns fanboy in 'If it's not an iPhone' ad spots

Apple has released two ads for the iPhone, one that explains how well the hardware and software work together, and another that shows how much owners love their iPhones.

Apple: new iPhone ads ditch feel-good storytelling
Apple: new iPhone ads ditch feel-good storytelling

Both ads take on a more aggressive tone, with the strapline, "If it’s not an iPhone, it’s not an iPhone".

In the first ad, called "hardware and software", Apple takes the rare step of acknowledging that other smartphones actually exist, before then bashing its competitors.

The narrator starts off, "This is an iPhone. Unlike most smartphones, we design the hardware part, and the software part.

"When you design the whole phone, all the parts work together as one amazing part."

The second ad, called "loved", claims "99%" of iPhone users love their iPhone, as the shot scrolls through a dizzying number of apps and videos.

The ads mark a noticeable change in tone for Apple, with the company seemingly acknowledging the existence of its fanboys for the first time in a campaign.  

Previous iPhone ads have usually focused on a specific feature, and how it fits in to the user’s life.

The two Justin Timberlake-narrated ads for the iPhone 6 and iPhone 6 Plus homed in on the bigger screen sizes and the new Health dashboard.

The feel-good Christmas campaign for the iPhone 5 took a distinctive story-telling approach, which highlighted the phone’s camera functionality.

Brand: Apple


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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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