Late Thursday night, Apple aired a new iPhone TV advertisement, called “Photos Every Day” focused entirely on the device’s camera. This ad is very different than other iPhone commercials that have been aired in the past with words flashing across the screen, followed by a shot of an app that describes that word.
This ad is a full minute long and focuses entirely on people using the iPhone’s camera in everyday situations to take photos and videos on a hike, a run, at the beach, on a walk as well as to to take random photos of plants, art, family, friends, and shots of landscapes.
The ad also shows other Photos features in use, such as photo editing, Panorama, and flash. Apple has improved its camera on the iPhone greatly over the past few generations, adding flash in the iPhone 4 and as well as an 8 megapixel camera in iPhone 4S. As a result, they ended the ad with the following line:
Every day, more photos are taken with the iPhone than any other camera.
It is unclear if Apple also plans to do this with other features of the iPhone such as Siri or perhaps even iOS itself. However, this type of ad campaign, with shots of the device in use in real life has worked for Apple’s competitor, Samsung which has advanced quickly in the smartphone market with its line of Galaxy S smartphones.
So far, from comments across the web, it appears that customers are responding positively to this new ad direction. It will take some time to see if that does help push up iPhone sales in the near future.