Apple says only iPhones are iPhony enough

"If you don't have an iPhone, you don't have an iPhone." OK, I'll buy that. Which is exactly the response Apple's hoping for with this logical (and slightly pompous) proposition in a trio of new spots. The new work continues in the familiar style of previous ads, presenting soothing white backgrounds and shots of fingers manipulating the device's touchscreen and a piano-pop soundtrack. The ads focus on what you don't get when you buy another smartphone, like the app store, iBooks and iTunes+iPod music/video features. But one benefit they surprisingly don't point out is that — unlike another device I could name — the iPhone 4 doesn't sever anybody's thumbs. Check out one new spot below, and two more after the jump.


@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.