'Switch to iPhone' say Apple's latest iPhone commercials
There's a certain aesthetic that consumers have come to expect from Apple: black backgrounds, hip-hop beats, flashy text and visual effects.
The latest set of ads from the company, however, feature a new look. They're charming, light-hearted, and -- most pointedly -- out to woo the world's Android users.
All four ads feature a screen divided into two regions: a gray half labeled "your phone" and a light blue half labeled "iPhone." They're less than 20 seconds long, and set to upbeat, old-timey music.
"Ease" depicts a man struggling with an umbrella in what appears to be a sandstorm on the bottom half of the screen (titled "your phone.") When he opens the umbrella, he's lifted into the blue sky above him (titled "iPhone.")
"Safe" depicts a questionable character dangling above the "iPhone" region which is protected by a colorful nexus. The man, visibly nervous, motions upwards, and is pulled away. "More secure" reads the screen.
"Apple Support" features business-casual trapeze artists swinging from opposite sides. The "your phone" artist leaps to grasp the hands of the "iPhone" artist, and the two swing away into the "iPhone" sphere.
In "Environment," a man drops his coffee on the "Your Phone" side. He attempts to kick the coffee cup onto the "iPhone" side, but fails and gives up. The final screen claims "iPhone is assembled at Zero Waste to Landfill facilities."
These ads aren't the only project Apple's been up to lately. The company has also released two "how-to" videos for users. The videos show the basics of framing and telephoto, two lesser-known camera features, in less than 30 seconds.
Topics Apple iPhone Advertising
Monica wrote for Mashable's Tech section with a focus on retail, internet of things, and the intersections of technology and social justice. She holds a degree in creative writing from Brown University, and has previously written for Dow Jones Media, the New York Post, Yahoo Finance, and others. In her free time, she can be found attempting to cook Asian food, buying board games, and looking for new hobbies.
