updated 11:39 pm EDT, Tue October 29, 2013
Follows earlier print ads promoting Touch ID, gold color option
A new Apple ad for the iPhone 5s has turned up on the back cover of a number of major magazines. Following previous print ads that highlighted the new gold color of the iPhone 5s and also touting its Touch ID fingerprint feature, the new ad, titled "Desktop Power, Pocket Size," showcases the 64-bit A7 processor at the heart of the new premium iPhone.
"We do everything on our phones," the ad begins, next to a larger-than-life side view of the iPhone 5s. "That's why the new A7 chip was designed to handle, well, anything." After mentioning that the "64-bit desktop" nature of the chip is the first ever used on a smartphone, the ad promises that "you get stunning, true-to-life graphics and up to 2x faster performance without sacrificing all-day battery life."
Ironically, the company has just acknowledged that a "very limited quantity" of iPhone 5s units in fact have a defective battery that drains abnormally quickly. The company is contacting affected owners and plans to issue replacement units to those who have the flawed battery.