updated 06:35 pm EDT, Wed September 18, 2013
Emphasizes the integration of color, form and function
Apple has debuted another new ad, hot on the heels of the first TV commercial that teased the iPhone 5c. The new spot showcases the integration of the colorful, youth-oriented iPhone 5c and the bright, fresh design of iOS 7. In tandem and as morphed together in the commercial, many of Apple's design choices for the product seem far more coordinated than they did when leaks of product parts and back shells were standalone items out of their full context. The 55-second ad is the first by Apple to draw attention to the now-released iOS 7.
It now seems clearer that Apple's strategy has been to split the iPhone line along "consumer" and "pro" lines, with the iPhone 5c aimed at conventional smartphone users and a younger, more trend-conscious demographic -- while the iPhone 5s is intended for high-end, enterprise and professional use. In promotional videos for the iPhone 5c, designer Sir Jonathan Ive and SVP of Software Engineering Craig Federighi both say that iOS 7 was designed to complement the iPhone 5c -- "dramatically blurring the lines" of the iPhone experience by "hardware and software working harmoniously together," Ive was quoted as saying.
The ad uses animation to twirl, blur and morph various iOS 7 icons and the iPhone 5c hardware together in a dance of digital color, with a soundtrack from electronic band Lemaitre's song "1:18." The previous iPhone ad, "Plastic Perfected," also used animation to "pour" the new reinforce plastic back of the iPhone into its familiar shape. The latest ad, titled "Designed Together," also reinforces Tim Cook's mantra of having teams at Apple be more collaborative with each other, allowing each to influence the other.