updated 09:16 pm EDT, Mon September 23, 2013
'Greetings' returns to iPhone 5 theme of showing users' usage, not features
After two commercials that emphasized the technology behind the iPhone 5c, Apple has returned to the familiar iPhone 5 campaign style in its latest ad for the colorful new iPhone model with a spot called "Greetings." The ad -- which is available in 30-second and 60-second versions -- was previewed at the iPhone rollout last week, and highlights again the user interaction with the iPhone rather than touting specific features. The previous ads, "Plastic Perfected" and "Designed Together" emphasized the 5c's production and iOS 7 integration, respectively.
Apple's iPhone 5 campaign, which mostly centered on the emotional connection users have to their iPhones even as it pushed certain aspects of the device (such as the camera, or FaceTime conferencing), was judged to be very effective and successful: during the campaign, the iOS platform reversed a slow slide against Android in the US and began regaining share, as well as keeping the iPhone 5 as the top-selling US phone brand. The new iPhone 5c ad takes something of an ironic tack by emphasizing how users use the device as a phone, but also (much more subtly) shows off how distinctively different the iPhone 5c looks compared to most other smartphones (except perhaps Nokia's Lumina series) -- as well as highlighting the new ringtones that arrived as part of iOS 7.
The ad shows people all around the world and in a wide variety of visual and interesting settings greeting each other on the iPhone 5c in various colors. In addition to numerous variations on the traditional "hello" greeting, other opening lines are expressed from a variety of colorful people. The ad ties into a theme of "for the colorful," again positioning the iPhone 5c towards the younger, trendier demographic.