Spot features Pixies' song, array of apps and users
A new Apple ad premiered tonight on Disney-owned ABC, called "Powerful." The 90-second spot (now available on Apple's YouTube channel) is the first this year to spotlight the iPhone 5s rather than the iPhone 5c, and features a band performing the Pixies song "Gigantic" while an array of apps -- beginning with musically-oriented ones, then branching off in other directions -- is shown. Like most recent Apple ads, the focus is on enabling people to do interesting things using their iPhones.
Emphasizes the integration of color, form and function
Apple has debuted another new ad, hot on the heels of the first TV commercial that teased the iPhone 5c. The new spot showcases the integration of the colorful, youth-oriented iPhone 5c and the bright, fresh design of iOS 7. In tandem and as morphed together in the commercial, many of Apple's design choices for the product seem far more coordinated than they did when leaks of product parts and back shells were standalone items out of their full context. The 55-second ad is the first by Apple to draw attention to the now-released iOS 7.
Ad is identical to first spot shown during iPhone rollout last week
The short "liquid plastic" advertisement that was first shown during Apple's iPhone media event last week has now debuted on television, striking a different tone than the previous iPhone 5 ads by highlighting the colorful back shell of the updated iPhone 5c. The ad, now titled "Plastic Perfected," features a track from the group Sleigh Bells and ends with the tagline "coming soon," referring to the device's retail debut on Friday. The ad doesn't highlight any features, but the iPhone 5c has very few changes from the iPhone 5 on a hardware level.
Mystery smartphone could be continuity error
A television advertisement in the Netherlands may have accidentally shown an unreleased Nokia smartphone. The ad for Dutch carrier KPN Mobiel shows a number of phones being used by actors, with one appearing to have a different case design compared to others in the Nokia Lumia range, though this could be a continuity error rather than a new release.
Emphasizes educational and media apps
Apple has posted and broadcast a new ad for the iPad 2 entitled "Learn" that shows off the various educational and media abilities of the iPad, from mastering chess to playing an instrument and learning a language. The tone seems aimed at adults rather than specifically children or parents, leading off with scenes of a user watching a video using the TEDTalks app in a subtle acknowledgement that iPads also have strong appeal among older people.
New iPod touch TV ad
Although not yet available on Apple's website, Apple on Wednesday night released a new iPod touch commercial, touting its recently updated WiFi mobile device. Premiering on American Idol during US primetime, the ad features nearly a dozen iPod touch devices laying on a wooden tabletop, with one user showcasing various Touch features (internet, mail, maps, and video playback) using Apple's patented gestures to the lyrics "I don't want know what I want I'm looking for, but I know I want to look some more." The commercial ends showing several hands grabbing each iPod touch and a blank table showing with the "Everybody touch" caption.