|Apple has launched a pair of new TV ads, both showcasing the iPhone 5 in different ways. In "Turkey," the iPhone is used to take pictures from a Thanksgiving dinner, then shared using Shared Photo Streams, a feature in iOS 6. The second, "Orchestra," highlights a hardware feature in the iPhone 5: its pair of microphones that allow for active noise-cancelling. The spot points out that most smartphones don't offer the feature (though most Bluetooth headsets do), saying that the iPhone 5 will let you hear and speak more clearly in noisy environments.
The Thanksgiving ad is the first seasonal ad from Apple this year, and showcases traditional US Thanksgiving festivities. The Photo Stream feature, in which photos taken or imported into one iOS or OS X machine can be shared wirelessly to other iOS or Mac devices, was introduced with iOS 5 and Lion, respectively, but iOS 6 and Mountain Lion have introduced the concept of Shared Photo Streams, where pictures selected by the user after taking them can be shared to specific other Mac or iOS device users, such as relatives.
In the ad, a user selects a handful of Thanksgiving photos, chooses to share them to a particular Shared Photo Stream and adds a note that he is "missing them already." The ad ends with the tagline "it's as easy as pie," followed by a picture of a pie and the narrator repeating hungrily "... pie."
The "Orchestra" ad, which lacks any holiday trappings, features a small orchestra playing in Apple's usual white-void background when a call rings. The narrator asks the conductor to "keep it down" and then points out that with other smartphones, one would need to do this in order to answer the call. The phone is then flipped over to point out the ambient back-side mic, which collects and analyses the ambient noise around the user in order to intelligently reduce it in the call. The orchestra is then allowed to play at full volume again.
Of course, at actual events such as concerts, users should put their phones on silent mode or turn them off entirely -- a fact that isn't mentioned in the ad. Apple's iOS 6 offers a number of options to help users answer calls without actually answering them, including options to send the caller a quick pre-selected text message such as "I'll call you back later" or send the call immediately to voicemail, setting an automatic reminder to call the person back later.