Siri Stars in First Apple TV Spot of Post-Jobs Era

'Say hello to the most amazing iPhone yet'


Here it is—TBWA\Media Arts Lab's first new TV commercial for Apple since Steve Jobs died on Oct. 5. As expected, it's for the iPhone 4S, and it focuses on the device's Siri digital assistant, powered by voice-recognition software. The spot shows iPhone users asking Siri for directions, weather reports, fashion tips, personal reminders, help in emergencies—just about anything. There's an old Steven Wright joke where he calls information and asks where his socks are. It's no longer a joke.

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