New Version, Same Theme for iPhone 2.0

This week, Apple breaks an ad campaign touting the upgraded iPhone that hits stores July 11.

The first TV spot in the series, dubbed “Hallway,” shows two men carrying a metal case down an imposing, high-security hallway. A voiceover hails the coming of “the first phone to beat the iPhone.” It notes this new mystery phone’s enhanced Internet surfing ability and that it can “download data twice as fast for half the price.” The big reveal, of course: It’s the new version of the iPhone. TBWA/Media Arts Lab, Los Angeles, is the agency.

The updated iPhone was unveiled by Steve Jobs at a conference yesterday in San Francisco.

The new phone eyes breaking the initial sales goal of a reported 10 million units by 2009. To date, a reported 6 million iPhones have been sold in the U.S.

The marketing heft behind the launch should be significant. Last year, Apple spent $92 million on media behind the product (excluding online), per Nielsen Monitor-Plus. For the first quarter of 2008, however, it has spent only $16,000 as it geared up for the iPhone relaunch.

One of the primary changes to the phone, in addition to more enhanced functionalities, is the price drop from $399 to $199 for the 8 GB model. This was a key step as Jobs admitted publicly that one of the hold-ups to widespread adoption had been the hefty price tag the smart phone carried.

However, that doesn’t mean that there aren’t some costs to the new product. The New York Times reported the company’s deal with networks will boost the cost of the phone service to AT&T customers. They will now have to pay $30/month for unlimited data service, versus the $20 plan that was ushered in with the phone’s debut last June.