
What's the iPhone ad you actually remember?
I went down a YouTube rabbit hole this week rewatching old iPhone commercials. I'd forgotten how cinematic some of them are. The Romeo and Juliet Portrait Mode launch, scored to a 1968 Nino Rota cue.
The Hermitage one continuous take that ran 5 hours, 19 minutes, 28 seconds inside the State Hermitage Museum in St. Petersburg. Frankie's Holiday at Christmas. The Bella Ramsey "Email Summary" bit last year for Apple Intelligence.
But the one that still gets me is "Thumb." 2012, iPhone 5. Context: Samsung had just released the Galaxy Note. Everyone was racing into 5.5-inch territory and everyone was selling "bigger" like it was a feature. Apple's answer was a 30-second ad of nothing but thumbs landing on the new screen. No specs, just pure condescendingword-play
It's the most condescending ad they ever shot (as far as I remember), and I love it for that. Apple was looking at the industry and going we don't need to do that to sell a phone. Thumb was the flex, and that size was apt (back then)
iPhone 6, and iPhone 6 Plus, did come right after but for those two years of iPhone 5, and 5s, I sent that ad to all my friends who got samsung, and tbh I got an iPhone 5 because of that ad.
Which one stuck with you? If anyone wants to go through the rabbit hole, I pulled everything together here. To go through as many iPhone ads, I could find.