Apple has a very cool way of designing its ads and showing off the features built into its new phones and products in a way that a geek would love how the technology is explained, and a non-technical person would love that there are features like those. Keeping the ad simple, Apple never speaks of the name of the technology being used.
For example, if you have seen the first Siri ad where people go on talking to their new iPhone 4S and keep getting voice replies, people will only see and understand that they can talk to their iPhones, but there was not even a single mention of the term “Siri” in the whole ad. This is Apple’s style of explaining things to its customers.
Now, Apple has a series of new ads, three of them, and all the three are kept very simple. In these new ads, the new features, namely iCloud, Siri, and the new 8MP camera on the iPhone 4s are explained within 30 seconds. Try explaining all the three features to a geek in under 3o seconds.
The iCloud ad revolves around syncing and downloading, with the spot showing off iTunes in the cloud as well as iWork syncing across iPhones and iPads. Apple is also keen to show off Photo Stream, too, with photos being taken of adorable kids and instantly being beamed back to an iMac.
The second of the three ads shows off Siri, in an unusually muted video. That is, you don’t hear the ad’s voice-over guy until right at the end, with Apple seemingly happy to let Siri do the talking for itself.
All the usual demo material is present – checking a calendar, reading a text message and asking what the weather will be doing at a random point in time. We’ve all seen it before, but it is the exact kind of thing that will get people interested.
The final ad covers the iPhone 4S’ new 8 megapixel camera, with red-eye reduction and cropping also shown off for good measure.