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iPhone ad edit removes mystery icon

updated 04:35 pm EDT, Thu June 7, 2007

iPhone Ad Removes Mystery

More mystery was added to the iPhone's ad campaign on Thursday as part of an edit to its "How-To" ad. Beyond just removing contract terms, the company has also erased an apparent discrepancy in the second ad which suggested a 12th program. The edit zooms the shot closer to the phone and the user's finger, removing most of the bottom icons in the main menu from view. Apple has offered no explanation for the change.

Apple has so far made no mention of expanding the iPhone's feature set during the span between the iPhone's January introduction and its June 29th release, and in other footage for "How-To" as well as the remaining three ads shows the standard 11-icon home menu that has been present since the official announcement.

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By Electronista Staff
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  1. Geobunny

    Mac Elite

    Joined: Oct 2000

    0

    It's still there

    It's still there actually; in Ad1 (never been an iPod) rather than Ad2. Just after he unlocks the phone and then presses the music button. It's barely noticeable but it's definitely there.

  1. testudo

    Forum Regular

    Joined: Aug 2001

    0

    Again

    More proof that they were using some demo/test sets, and not a 'final' phone, when doing the ad. (Or just a big joke by the guys at Apple, because they knew it was just small enough for the geek-heads to spot and then go insane with speculation).

    Because, you know, as silly as it might be, you'd think if Apple was going to add a 12th (or more) apps, their ads would actually show that.

  1. darksol360

    Fresh-Faced Recruit

    Joined: May 2007

    0

    Clever Ads

    I think this is the next gen of advertisement. "AD 2.0" like web 2.0. Others have tried it, most notably the movie "AI" with it's hack the web type mystery ads.

    I think they knew that the ads would garnish so much attention that little "eggs" here and there will only fire the fuel. (12th app?, Flash in NYT site?, etc).

    Think Genius =D.

  1. darksol360

    Fresh-Faced Recruit

    Joined: May 2007

    0

    oopps

    fuel the fire... man i've been staring at my imac screen for too long.... =P

  1. darkrail

    Fresh-Faced Recruit

    Joined: Sep 2006

    0

    reshoot?

    It's a different guy's hands. Check out his fingernails. Would they reshoot it just for this?

    I'd go frame-by-frame through all the ads to see if this new shot is the only one with the new guy, but I've still got some dignity left (all of which will go away when I break out the sleeping bag on the sidewalk next to my Apple store on the 28th).

  1. jedi1yoda1

    Fresh-Faced Recruit

    Joined: Dec 2001

    0

    its the size

    Actually, it has been removed from the HD version of the ad (never been an ipod...). The mystery 12th app still exists in the small/med/large versions, but has been blacked over in the HD version. It doesn't appear to be a new shot, just black inserted over that area of the screen.

    I also just saw the ad on television which still had the 12th app, but no "2-yr contract" message.

  1. drole.homme

    Fresh-Faced Recruit

    Joined: Jun 2007

    0

    mmm...

    I'm surprise nobody has notices this. NOWHERE is it ever disclosed "simulated screen." Does that mean #1- the screen is that great of color, #2- the iphone is that responsive, #3- there was that 'Area 51' application Apple doesn't want us to know about. I hope for GPS. I put my idea in. I don't care what it is, I just want it now.

  1. UberFu

    Fresh-Faced Recruit

    Joined: Oct 2002

    0

    if you...

    goto Apple.com and navigate to the iPhone Section_

    Then click on the Internet Sub-section_

    And watch the Safari Quick Tour_

    [these are the clips that have been up for months and no one has changed them]

    It shows the NY Times Home Page [w/o much Adobe Flash anything]

    BUT - right after that - the user "surfs" to Fandango.com and at the top of their page is a continuous "banner ad" that has been a [macromedia/adobe] flash-based ad for as long as I can remember [and currently too]_

    Those clips are from back when the thing was first announced_

    Again it is simple - The iPhone runs a full desktop version of OS X_ Which means that it can run Photoshop or Final Cut Pro or MAYA for that matter [assuming you can gtet around the hardware limitations]_

  1. UberFu

    Fresh-Faced Recruit

    Joined: Oct 2002

    0

    otherwise.....

    it's NOT a full desktop OS and Steve was bull-shitting back months ago_

    Even my cell-phone [which ain't got s*** on it] still can run JAVA and Adobe Flash_

  1. amper

    Fresh-Faced Recruit

    Joined: Nov 2003

    0

    The Mystery App...

    I just realized while watching the WWDC keynote that one of the most common items I use Internet access on a portable device to look up is local movie listings.

    My bet is the 12th app is the "Movies" widget that His Steveness demo'd at WWDC. Easy access to movie info, showing times, ticket purchasing, and streaming trailers right in the palm of your hand...

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