Apple today launched a new iPhone 6 ad campaign highlighting the integration of hardware and software, as well as that the people who have bought an iPhone are satisfied with our purchase. Although the latter can be debated, I think that the balance highlighted by those from Cupertino in this campaign, together with the ecosystem, does make many users comfortable with an iPhone.
The two commercials, both 30 seconds long, end with the tagline "If it's not an iPhone, it's not an iPhone" (If it's not an iPhone, it's not an iPhone) and focus on the everyday use of the iPhone, unlike other brands that tend to emphasize their specifications in numbers or the design of the smartphone, and customer satisfaction.
In the first ad, they have titled “Hardware & Software”, Apple explains that by designing the hardware and software at the same time, the end result is much better than the sum of its parts. In the video we can see some third-party applications, but clearly focus on the system. Two examples of software and hardware integration are Apple Pay, which uses Touch ID and NFC for the hardware and the dedicated application for the software, or Health, which also has its own application and uses the different sensors to measure our physical activity.
https://youtu.be/wl3PlrPq8sw
In my opinion, this first announcement perfectly expresses what many iPhone users think. That Apple controls both the software and the hardware included in your iPhone makes everything go hand in hand and does not require large numbers to work perfectly.
In the second video, titled “Loved", Tells us that"99% of people who own an iPhone… love their iPhone”. Those in Cupertino often use the results of customer satisfaction studies at any event and this announcement goes along the same lines.
https://youtu.be/3JnWCSyXLC8
