Apple debuts three new iPhone ads (with video)

112 Comments

Apple today launched three new iPhone ads on U.S. network television:

Never Been an iPod:

How To:

Calamari:

Higher quality versions via Apple.com:
• Never Been an iPod
• How To
• Calamari

112 Comments

  11. I’m not 100% sure I’m feeling the iPhone ads — are you guys truly excited about these ads? Don’t they seem a little ho-hum to you? Hee hee — maybe it’s the kindergarten music. Not really sure. I wish the ads were more comprehensive or more exciting — like the iPod dancing silhouette ads.

    Reply

  16. MacBill, you’ve got to be kidding me.

    Anybody in America who just finished making a call on a RAZR would probably start doing backflips upon seeing those commercials.

    They probably can’t believe it’s a cell phone. The interface is so… well I can’t find a word to describe it. Delicious I guess.

    Those commercials are simply beautiful to someone like me who’s always waited for a day when phones look and function like this.

    Reply

  17. I just watched all three on apple.com in HD slow-mo. Just fantastic. A-fscking-mazing. er… does that mean it “mazes” me? If so, I take it back. iPhone’s the opposite. It’s joy.

    Reply

  21. The iPhone model on the iPhone home page says Cingular in the top left. The model in the commercials say AT&T. Obviously, there is a newer model for the shoots. I’m guessing that they left out the Games button on the lower right to add to the suspense.

    Reply

  22. MacGuy,
    No doubt…
    OS X really needs to be SHOWN for people to get it…not just the cool effects either.
    The funny thing is seeing these spots after seeing the “Surface” news reports. We now see how a PRACTICAL application works with Multi-touch…and not some silly $10,000 table.

    Reply

  23. The only thing I don’t like about that: at the end of at least one of the ads it says “Use requires minimum ,new 2 year activation plan.” (Emphasis added). And my contract JUST expired. Well, looks like I won’t be an early adopter.

    Reply

  24. The iPod dancing silhouette ads only play on iPod’s brand name. iPod does not need an introduction that separates it from other digital music players. People already know iPod. iPhone, OTOH, needs to show the new way people interact with the GUI and multi-touch. iPod-like commercials are useless because people don’t get to see how different iPhone is from other cellphones and what it can do.

    I also think the ads play down iPhone’s capabilities for now. Perhaps when iPhone is released, they’ll show more cool features we haven’t seen yet.

    Reply

  25. does it have gps? how did it know that the seafood restaurant was closest? I can see if it keys off of your home zip, but it’s a MOBILE phone… Either it has gps or there was a bit o’ fudging the accuracy in the ad – we missed the part where a location was set. Also – it probably takes some time to boot up – probably not.5 seconds as was shown in another ad.

    and about the music – it has the same feel as the “I’m a Mac: campaign – a little kindergatenish, but probably meant to convey that it’s simple to use. We already know it’s cool; no need for trendy / edgy music.

    Reply

  28. DAMN! I HATE APPLE! I just watched all 3 ads ( a few times) and I’m thinking I won’t be able to wait for the second gen. version. Now, thanks to their lust inducing, reality distortion field, I will, like an APPLE Zombie, walk into a store on June 29 and pay $500 for a device that will be SO limited compared to the 2nd gen version that I won’t be able to afford because I’ll still be paying for the oh so limited first gen. one that I just HAD to have! Damn you Apple! Someone help me. I told myself I would not get it until it had GPS and more memory at the very least. HELP! Anyone want to buy a first gen. 5gb iPod that I bought 5 yrs ago? ARRRGH!

    Reply

  33. Apple’s iPhone “iPod” ad is just stupid.
    An 8GB iPhone can’t hold even 1/4 of my music collection, so there’s no point in knifing the Goose that Laid the Golden Egg.
    Seems that even Apple doesn’t “get it”?
    iPhone and iPod are in different markets, and no one needing a replacement ‘Pod is going to rush out and buy the phone.
    Gimmie a touch screen iPod, and I’ll give Apple my money.

    Reply

  34. Bob. Uh… yeah.

    Most iPods are 2-8Gigs. You get that most people aren’t like you, right?

    You’ll get your touch-screen iPod at some point. After you get your new velvet rendition of dogs gambling, I suppose…

    Reply

  36. I’d point out, R, that the reason most iPods are 2-8 Gigs is that that’s also the price point of the cheaper iPods. Those are the ones that don’t play video, either.

    I agree that the iPhone is slick. Personally, though, I’m still not interested. I’ll let the initial suckers–excuse me, trailblazers–find the problems, thanks.

    Reply

  38. Great ads for sure, but the iPhone is frustratingly out of reach till the last possible second, which is consistent with Apple these days. When in the hell are they going to give us something tangible to buy?

    Reply

  41. Actually, looking at them again, it’s only the second video showing 4 icons on the bottom of the list: Clock, Calculator, Notes, Settings. The rest of them only show 3: Calculator, Notes, and Settings.

    Reply

  42. One feature that has been added to Google maps
    a little under the radar is an automatic call feature.
    You can search for a business, then next to its
    address and phone number you simply click call.
    If you have previously put in your phone number,
    google calls you, you pick up, then you hear a
    voice say, “connecting,” then you hear the phone
    ring the business you are calling. It works just like
    JahJa, only you don’t have to have Jahja.

    This feature would make it very easy to use the
    iPhone for VOIP.

    I wonder if this is one of those features that was
    created for iPhone like h.264 will be implemented
    for TV.

    Reply

  50. “does it have gps? how did it know that the seafood restaurant was closest? I can see if it keys off of your home zip, but it’s a MOBILE phone… Either it has gps or there was a bit o’ fudging the accuracy in the ad – we missed the part where a location was set.”

    Google Maps must be able to find your handset’s location through the aGPS feature that’s now required in all American handsets.

    It’s the E-911 stuff that allows the police to locate your handset in case of an emergency. The iPhone definitely MUST at least have this form of GPS.

    I’m just guessing, can’t confirm it yet but if this isn’t the case then the ads are misleading as you said.

    Reply

  52. I think the ads are great, I did fear that Apple might put out silly ads like they did with iPod.
    —

    Oh yeah..? You lost alot of sleep over that hmm?

    This is a groundbreaking device that LOOKS like a pedestrian PDA.. hence the “look what I can do with this thing” ads.

    Reply

  54. There’s no evidence that the iPhone marks the closest restaurant. It may just mark the search results beginning from left to right. Only the voice over says that it is the closest restaurant, which could be the result of human analysis of the results. So it can be a bit misleading but still possibly correct.

    Now the other results are all bunched together, making them almost impossible to pick a specific one. So how does one select? Do you first spread so that it zooms in and spreads out?

    Reply

  55. Well, it is great to watch the commercial, and as much as I like Apple, there is no freaking way that this thing moves that fast on the web through GSM 2.5. That had to be WiFi connection that they were demonstrating, and not the GSM web connection with a full website, and email with photos. That is not quite fair. Now if Apple were to show real broadband cell connections, then they would hit the home run. I am guessing that the broadband version (GSM 3.0 or better) is already to go after they get enough of us to buy the inaugural unit, and then we can pay another 599.99 to “upgrade”.

    I’ll bet that Apple would die if someone were to actually show how slow the non-broadband google maps, or email with photos actually worked. I know some folks will flame on this, but it is a cop out that they could not do broadband cellular with this unit right now. There is no reason why this was held back from us. Just because it says Apple on it, doesn’t make it a better phone. Speed is speed. Show me a real time GSM 2.5 demo and it just as fast as what the video shows, and I’ll buy the unit.

    Reply

  56. The ads are plainly the product of consensus between Apple and AT&T. So, while they don’t quite feel “made by committee,” they don’t exactly make you crazy with desire, either.

    And–“Use requires minimum new 2 year activation plan”! Yeah, right.

    Funnily enough, for the first time since the keynote, I can now imagine myself living without one. I’ll be sitting this product out, I guess, at least for a couple of years.

    Reply

  57. eMax: “use requires NEW TWO YEAR AGREEMENT???

    looks like AT&T is going to try and rope all iphone users into a two year contract….”

    Apparently you’ve been sleeping under a tree, Mr. Stiltskin, welcome to 2007. This has been known.. oh.. SINCE JANUARY.

    WAKE UP!

    Okay.. so now you’ve realized what we’ve already known since the unveiling of the iPhone 5 months ago, let me also add that Apple gets a portion of your cell phone bill from AT&T and they will be investing that money in continual free software updates of the iPhone for 2 years.

    Again, if this does not appeal to you, no problem, there’s plenty of people out there that will buy one under these conditions.

    And anyway you’re likely too late to get one at launch now if you’re not already in line for one.

    Good luck!

    MDN “million” as in the Zune still hasn’t sold a million, but the iPhone already has over a million people in line to buy one (guessing but I’m probly not far off).

    Reply

  60. “That had to be WiFi connection that they were demonstrating, and not the GSM web connection with a full website, and email with photos. That is not quite fair.”

    Why isn’t it fair?

    The iPhone has EDGE and WiFi.

    You can use the phone through a WiFi connection.

    So where’s the unfairness?

    Reply

  61. Interesting, I’m doubly screwed, I live in the UK so won’t be able to get my hands on one for at least another few months and I’ve just started a new 12 month contract after having to buy myself out of the last 6 months of my previous one just to get rid of the awful Nokia N80 I had.

    If this phone is as good as it looks and available with a decent tarrif and available on a 3G W-CDMA or HSDPA network then I’ll bite, EDGE isn’t that bad, it’s about 100kbps less than the W-CDMA network I’m on now, but only one operator in the UK has implemented EDGE as the rest jumped straight in to 3G.

    It’s a great device, the UI alone is worth the price, but the reason I have a separate iPod and Phone is because battery life is a major limiting factor. If Apple can give me a charge that lasts 48hrs or more with about 2hrs talk time, 4hrs music playback and the rest on standby or a few emails then I’ll be in line for one, if not, then I’ll have to wait.

    The biggest issue with a 3G version will be the battery drain, W-CDMA drains my battery about twice as fast as GSM so as much as I want one, I doubt I’ll be getting one soon. But hey, if Apple prove me wrong then come December I’ll be paying $300 to buy myself out of the last 6 months of my contract and laying out $600 for a new phone.

    I can already hear my bank manager weeping.

    Reply

  63. “iPhone doesn’t know where the closest seafood restaurant is – the iPhone user knows where he is on the map, and can deduce where the closest restaurant is based on where he is!”

    common sense thing, as you can see from this screenshot I took, it’s clearly Google that has his location and has pinpointed the closest restaurant before the user touches “Pacific Catch” on the map to initiate the phone call.

    Reply

  64. “Bob. Uh… yeah.

    Most iPods are 2-8Gigs. You get that most people aren’t like you, right?”

    Exactly. And, no, it has nothing to do with price points. The overwhelming majority of people. Even those who use smart phones would find the storage more than adequate.

    That is why the iPod Nano is by far the best selling iPod model.

    Reply

  65. Yes, we’re sorry these ads are not a snooze-inducing litany, laundry list of “features” to cater to the handful of you technomasturbatory Fanboys who need that sort of ad…

    These ads are designed to appeal to the one percent of cell phone users (10 million folks) that Apple wants to buy this phone between now and the end of ’08. That means ads that are unintimidating, concise- and, frankly, kind of charming. To appeal equally to parents, grandparents, teens etc..

    These ads are PERFECT. I love them.

    Reply

  66. Also, to those saying the displayed web speeds were mis-leading.

    We didn’t necessarily see any real time browsing.

    When you’re in Safari and press the Home button to, for example, make a phone call, your place on the web will remain intact.

    So if you were browsing the New York Times website and then hit the Web key after your phone call is finished, you’ll return to that same spot you were in.

    When you see the user in the commercial press the button and the NYT website pops up so quickly, it’s not the page loading in a mere half second. It was already loaded and he’s returned to it.

    Reply

  67. “The interface is so… well I can’t find a word to describe it. Delicious I guess. “

    Lets see that again with the person holding the phone with one hand, and a briefcase, shopping bag, car keys, steering wheel or child in the other. You know, the way you use a cellphone.

    Seems like Apple’s invented the first two hand only cellphone.

    Reply

  73. Basics: “Lets see that again with the person holding the phone with one hand, and a briefcase, shopping bag, car keys, steering wheel or child in the other. You know, the way you use a cellphone.”

    umm.m.. God help everyone in the state you live in if you hold “phone, briefcase, shopping bag, car keys” while you hold the steering wheel…

    Yikes!

    Reply

  76. I would just love Nokia, Sony Erriccson and all the other phone industry has-beens’ try and copy that user interface.

    The fact that all that touch screen gui is built into OS X means they havent a chance in copying it.

    Want to know what one of the ‘secret’ features in Leapoard will be?…

    TOUCH SCREEN!

    Expect Apple to release new monitors and laptops with touch-screen built in at the conference.

    Even the iphone OS version on OS X makes Vista look 20 years old.

    Reply

  77. re: Basics: “Lets see that again with the person holding the phone with one hand, and a briefcase, shopping bag, car keys, steering wheel or child in the other. You know, the way you use a cellphone.”

    umm.m.. God help everyone in the state you live in if you hold “phone, briefcase, shopping bag, car keys” while you hold the steering wheel…

    Yikes!

    —-

    SIMPLE!

    With the one hand he/she has free to hold the phone, he turns the iphone on by sliding his finger,and then makes a call by voice activation.

    Problem solved.

    Reply

  78. “while you hold the steering wheel…”

    Clearly you don’t know the meaning of the word or.

    “Oh, you mean I can’t use my bluetooth earpiece and say “Cal Mary?” nor “Read my email” ?”

    Sure which hand did you put that on your ear with? Unless you’re a major geek and are going to wear it all the time.

    Sure, wander around in public appearing to be saying saying “Kill Mary, Kill Mary now” looking like you’re talking to yourself.

    Reply

  80. A challenge:
    let’s see someone try to recreate the user experience shown in the “Calamari” ad on their Nokia, or Moto or Treo or whatever… – any one of those phones that people claim, “yeah but my phone already does all those things…”

    and while you’re at it, put it up on YouTube for the world to see

    then if anyone still thinks the iPhone isn’t the BEST example of what a phone _should_ be…. well, then I guess they’ll deserve what they get and can just keep their existing crappy phone

    Apple just “gets it” with user experience. It’s not about features. It’s about making things work like they should. Things don’t need to be hard to annoying to use.

    Reply

  81. re: “while you hold the steering wheel…”

    Clearly you don’t know the meaning of the word or.

    “Oh, you mean I can’t use my bluetooth earpiece and say “Cal Mary?” nor “Read my email” ?”

    Sure which hand did you put that on your ear with? Unless you’re a major geek and are going to wear it all the time.

    Sure, wander around in public appearing to be saying saying “Kill Mary, Kill Mary now” looking like you’re talking to yourself.

    —-

    FSCK OFF.

    You clearly have never used a phone with voice calling or a speaker phone or ear piece.

    Welcome to the modern age!

    Do you honestly think that Apple would spend millions $ on developing the iphone without a standard and basic feature as voice calling????

    I have been using it for years in my car – you dont need to touch the phone.

    Get with the program!

    Reply

  82. Great ads!

    They make me WANT one!

    Now if only Apple could manage to cook up some ads showing Mac OS X! Just show someone USING a Macintosh! Forget the Mac is better (we all KNOW it IS) stuff, just show a Mac actually doing things that everyone does!!!

    Simple. Elegant. Straightforward.
    Macintosh: It just WORKS!

    Reply

  84. This is just so frigging amazing. I bet they sell far more than they expect to even with the contract requirement.

    And the ads I bet are still brilliantly understated, despite all the functionality they show off, and once they open it up to developers later in the summer, that will really sound the death knell for the vast majority of cell manufacturers. This is going to be very difficult to duplicate as many a poster has said.

    And yeah, older guys like me are going to want one, but so are all kinds of other people. I’m thinking teens as well – the market will be far bigger than they think it is.

    I’ve always loved the US, and I wish more than ever right now that I was going to be able to share in this great event on the 29th. Damn!

    Apple. Exciting, Original, Best User-Experience Stuff. Ever.
    As Usual.

    Hope you guys enjoy, the rest of us will be living vicariously through you for the time-being.

    Reply

  85. Now if only Apple could manage to cook up some ads showing Mac OS X! Just show someone USING a Macintosh! Forget the Mac is better (we all KNOW it IS) stuff, just show a Mac actually doing things that everyone does!!!

    I was just saying the same thing to my partners, but then a funny thing struck me – the phone is the advert for OS X.

    If iTunes/iPod has caused a halo effect – which appears to be the case given the way Apple’s computer sales has been outpacing the industry as a whole for several quarters, iPhone – which is far more richly interactive than an iPod – is going to be a far more impressive catalyst.

    So not only is iPhone going to have the effect of increasing the user base of OS X/Safari by itself (I’d bet that Apple will sell 16 million by the end of 2008, and a further 30 million by the end of 2010), but it will also contribute to the switcher phenomenon.

    Reply

  86. see – this is what I always thought Mac ads should be like. Just showing the world how easy you can do things. How quickly you can connect a camera, drag pics off, and create a book or website or something.

    Reply

  87. Nice but way to make my erection go down with that “Use requires minimum 2 year activation plan” disclaimer at the bottom.

    use requires NEW TWO YEAR AGREEMENT???

    Which is different from the other cell providers? Perhaps a four year plan would be better?

    If you want shorter terms, let Apple know. They’ll listen.

    Reply

  89. Idiots… People using cellulars while driving has 3000% more chances to make an accident on the road. With that piece of useless thing, the numbers of car crashes will go up madly. We dont want a radio, movie player, maps and useless sh!t like that, I WANT A GOD DANM PHONE. Macs are just useless, face it, that shit will be sold for what? 500$ for a easy scraching phone since it a touch screen, 95% useless apps, crappy design as always. Well not suprising since its a Apple.

    Reply

  91. “Do you honestly think that Apple would spend millions $ on developing the iphone without a standard and basic feature as voice calling????”

    So for you, the phone touch interface is going to be useless and you’re going to use your phone just like a $49.95 razr? Great.

    Reply

  92. Idiots… Nice start.
    People using cellulars while driving has 3000% more chances to make an accident on the road. That’s all phones. Don’t forget eating, putting on makeup, getting high, sex (alone, with a partner or a group) and many other distractions.
    With that piece of useless thing, the numbers of car crashes will go up madly. <As you said, “idiots.”</i>
    We dont want a radio, movie player, maps and useless sh!t like that, I WANT A GOD DANM PHONE. Then buy one. (Pssst. The iPhone doesn’t have a radio.)
    Macs are just useless, face it, that shit will be sold for what? 500$ for a easy scraching phone since it a touch screen, 95% useless apps, crappy design as always. Well not suprising since its a Apple. Then don’t buy one.

    See how easy that was? Don’t be so “suprised.”

    Reply

  94. One of my all time favorite songs is “Carolina” by the Charlie Daniels Band… Which has the following line in it:

    “Christmas always seemed so far away…”

    Which has to go down as the most profound six word expression ever uttered.

    June 29 always seems so far away.

    Hank

    Reply

  95. I can’t believe people are complaining about a 2 year contract. Here in the USA phone companies have required a new contract everytime you upgrade a phone. The only way to avoid that is to buy the phone through a 3rd party (Cingular or T-Mobile only).

    I just wish I had a use for all the features. I’ve saved the money but can’t see buying something I don’t need. I’ll get a new non-phone and an airport (get my new MPB up to n standard instead.

    Reply

  96. “Which has to go down as the most profound six word expression ever uttered.”

    Unless you’re not Christian. Just saying. (I know what you meant.)

    ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />

    Reply

  97. I see one fatal flaw with the iPhone. You cant use its iPod feature on an airplane without turning on the phone. Hence, it is worthless to frequent travelers. I would stick with a regular iPod and save yourself a bundle.

    Reply

  98. Unless it has ability to synch to an Exchange Server, it has no value to me or anyone in business. Nice expensive ipod, which, of course, I’ll buy for personal use. My BlackBerry stays, despite it’s foibles.

    Reply

  100. …. For those who want to wait for version 2.0….

    DON’T WORRY!

    By the time supply catches up with demand for the iPhone, revision 2.0 will already be here..

    This thing is gonna be harder to get than Nintendo Wii..

    Reply

  101. “Google Maps must be able to find your handset’s location through the aGPS feature that’s now required in all American handsets.”

    I don’t think that this is true GPS, which uses satellites of course. I think the emergency location capabilities uses cell station triangulation. ( I’m not positive about this, but it’s pretty evident that the initial iPhone does not have a GPS receiver.)

    Reply

  102. MacsOnly Wrote:
    Unless it has ability to synch to an Exchange Server, it has no value to me or anyone in business. Nice expensive ipod, which, of course, I’ll buy for personal use. My BlackBerry stays, despite it’s foibles.

    So what can you do on a Blackberry in terms of Exchange that CANNOT be done in OWA?

    Reply

  104. Thank you MDN for posting the You-Tube versions of the iPhone commercials. For some reason, I can’t view them as Quicktimes at the Apple web site. I can’t figure out why that doesn’t work on Apple’s own web site. I’m sick of those Quicktime logos with the question marks in them.

    These are fantastic commercials. They actually show you how easy it is to use the iPhone and what features it has. If only the Mac commercials could do that. I especially love them showing you that keyboard that tends to scare Microsoft people so much. Good work!

    This will generate some big excitement about the iPhone. I hope that Apple will put these commercials on A&E and the History Channel, as well as MTV. So us old farts who are looking for a cool, new, easy-to-use, cell phone can get the bug. We can definitely afford them easier.

    Reply

  105. A two year contract will keep some of you away from this? I am led to believe you have no phone now. Two years is standard. Most adults are fine with a contract for the stability it gives. And yep I am ending my Verision contract early to get an iPhone (when I can get one, the wait list will be long)

    If you do want an iPhone don’t get one. If you think the rest of us are stupid that’s OK, we’ll have iPhones and you won’t. I can live with that.

    And one last comment. My computer “knows” where I am when I ask for a map because it is in the preferences. Could be the same for teh iPhone, and yes I realize its mobile and should be better than that but it could be that easy.

    Now waiting for the 29th……

    Reply

  107. “So what can you do on a Blackberry in terms of Exchange that CANNOT be done in OWA?”

    Access remote Exchange email efficiently on a tiny screen.

    Read mail and compose replies when you have no cell service (like in a plane, or outside the coverage area)

    Sync contacts with phone over the air.

    Sync calendar with phone over the air.

    Get push email, rather than keep checking OWA.

    It’d be like going back to the dark ages.

    Reply

  109. @AP –

    applr has said that you can turn the cell radio off. “hence” it won’t be “useless” to frequnt travellers.

    i swear – get your facts straight before making sweeping judgements.

    “hence” – that’s rich.

    Reply

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