Apple has released a new iPhone 5S commercial tonight that is beaming across TV sets around the US during tonight’s episode of Agents of Shield. Called “Powerful” and using the song Gigantic from the Pixies, the ad ends with the tag line “You’re more powerful than you think.”
Before you get to that tag line, the ad focuses on musicians (the Pixies and others) creating music in various forms of play as well as individuals doing things that individuals do in their ordinary lives with iPhones: taking pictures, playing games, making music, and working out. The ad runs the gamut from the creative set to families having ordinary fun.
Intriguingly given all the talk about Samsung’s new Galaxy S5’s heart rate monitoring capability, Apple shows off an athlete using what appears to be the Instant Heart Rate App for iOS with an iPhone to measure his heart rate after doing a series of exercises.
Apple’s ads always attract attention for their production quality as well as the messaging. Of late some have felt Apple is back on the upswing after a few commercials that didn’t quite live up to usual expectations. Apple is hiring new ad agencies to combat what some felt was a superior approach and appeal by its rival Samsung within the last year or so. During the recent patent dispute trial between Apple and Samsung internal emails were unveiled from Phil Schiller, Apple’s marketing boss expressing his displeasure with Apple’s agencies’ work in light of media coverage suggesting Samsung was winning in the ad game.
Chances are this new commercial was planned and shot before any of those changes took place.
The “you’re more powerful than you think” message in this ad has some interesting ways to interpret it when you consider all the talk about the size of the next iPhone. It has almost become an accepted fact by the techie chattering class that the current iPhone is too small. Carry the semiotics forward to the iPhone 5s running on the powerful 64 bit A7 processor. There is a promise of more to come for the smaller smartphone. Given that we’re looking at a potential new A8 chip for the next iPhone, it makes you wonder if we have really seen what the current processor is capable of as focus turns to what’s next. Or was all of that 64 bit processing power just hype?
By all accounts we won’t see a new iPhone (larger or not) until this fall, so Apple still needs to keep selling the iPhone 5s for five months or so. The small iPhone 5s may make some of us more powerful than we think, but can Apple keep the faithful believing and holding out until that next release?