Apple Inc. (NASDAQ:AAPL) on Tuesday released a new commercial for the iPhone 5s just in time for the holidays, and this heartfelt 90-second ad might just make your eyes rain -- even if you’re a grinch around this time of year.
The new iPhone 5s ad has a familiar setup: Families visiting each other for Christmas, hugging, playing in the snow, and decorating the tree. But one family member -- the young, brooding teenager -- spends most of his time with his eyes fixated on his space grey iPhone 5s. At first, it seems like the teenager is completely disconnected to his family as they celebrate the holidays. But when it comes time to give presents, the teenager whips out his iPhone 5s and uses AirPlay to beam one his homemade videos to the family television, showing them he wasn’t isolating himself after all; he was using his phone to capture his family’s timeless memories to surprise them later.
As the family tears up while watching the teenager’s video, which plays “Have Yourself A Merry Little Christmas” in the background, the title of the iPhone 5s commercial, “Misunderstood,” suddenly makes sense. Check out the whole commercial below and you’ll see what I mean.
Apple on Tuesday also posted the full video shot by the teenager in the commercial, which Apple calls the “Harris family home movie.” According to Apple, the two-minute clip was shot entirely on an iPhone 5s.
The new iPhone 5s ad, while cloyingly sweet, will only contribute to the phone’s incredibly impressive start since its initial retail release in September. The iPhone 5s is the top-selling smartphone since September at all the major carriers, including Verizon, AT&T, Sprint and T-Mobile, and the phone has caused Apple’s once-paltry smartphone market share in China to quadruple in the last two months. Availability for Apple’s high-end iPhone is also much improved since its initial release, when it was “grotesquely unavailable”; currently, the iPhone 5s is shipping “within 24 hours” as it nears 100 percent availability for all colors and storage capacities via Apple’s online store and physical retail stores.
About The iPhone 5s
The new iPhone 5s is an impressive improvement over the iPhone 5, even though both phones have the same form factor. The iPhone 5s features the same 4-inch Retina display and chamfered diamond-cut edges, but the phone also comes with a number of new innards. The iPhone 5s is powered by a new A7 processor -- with CPU performance 40 times faster and GPU performance 56 times faster than the original iPhone -- and Open GL, just like the new Nexus 7. To supplement the A7 chip, the release of the iPhone 5s also comes with Apple's new M7 chip, which contains all the motion-tracking hardware Apple needs to make its iWatch a reality. By packing so many components into the M7 motion co-processor, including an accelerometer, gyroscope and compass, the M7 can continuously measure motion data for the newest generation of health and fitness apps.
The iPhone 5s also features a slightly modified battery for greater life, a new and improved camera system packed with new features and technologies that make for better quality images and videos, and a fingerprint sensor called Touch ID, which lets users authenticate ownership and user passwords by simply holding their thumbs on the iPhone’s signature home button. Apple chose to release the iPhone 5s in three color options -- white with silver, white with gold and black with space gray -- but for more information on the new iPhone 5s, check out our review and hands-on with the seventh-generation iPhone, and learn more about why it's worth the price to upgrade.
What do you think of the iPhone 5s? Would you purchase the iPhone 5s over the iPhone 5c, despite the $100 price difference? Are you impressed by the features in the iPhone 5s, or do you prefer another smartphone out there? Let us know your thoughts in the comments section below.