Unusual tack for iPhone ads

Apple has begun airing a new iPhone 4 TV ad, so far nameless as it has yet to appear at the company's website. The spot takes an unusual approach compared to recent efforts in that it starts with the theme of the phone's battery life, rather than apps or support for video calls. Apple ultimately ends up promoting both however, as well as things like e-mail, movies and music.

Battery life has been a recurring concern for Apple, particularly since complaints about the first two iPhones. 3G reception adds extra power demands not seen when relying on EDGE or Wi-Fi. The iPhone 4 can run for up to 10 hours when using Wi-Fi access, for example, but slips to 6 hours when operating on 3G.

by MacNN Staff