Remember when Apple's ads were more about witty repartee than about how its devices could alter the fate of humanity for the better?
With its newest ads, heralding the phone's newest iteration and its jumbo sibling, the iPhone6 Plus, the brand seems to be calling back to the Get a Mac days of good-natured ribbing by showing owners of each phone bickering about what makes them great.
Unlike the era of John Hodgman and Justin Long, we don't see the people behind the voices this time around. (UPDATE: It's Jimmy Fallon and Justin Timberlake.) Instead, we gaze in wonder upon the phones while they do iPhone-y stuff like editing photos, playing videos and firing up apps you'll soon forget to keep using.
The ads aren't quite as charming as Get a Mac, nor as cinematic as the Your Verse spots. And the visuals aren't quite as memorable as the equally minimalist but stylistically superior "Stickers" ad for the MacBook Air.
Luckily, with iPhone 6 sales already shattering records, these ads probably exist less to sell hardware than to keep Samsung from dominating the entirety of YouTube.