Wow, two iPhone related posts in a row. This weekend, Apple began airing a new iPhone campaign which is a departure from the disembodied hands commercials we have seen since before the phone’s launch.

The new ads show people (I’ve seen two different ones so far) standing in front of a black background touting how great the iPhone is and how it has revolutionized their lives. The spot concludes with a wider shot of the person leaving to go about their business. The setup of the shoot that would normally be found on an indoor set, is juxtaposed against a city street in the two examples that I saw.

This is a clever and logical next step in the overall iPhone ad campaign. People have now had some time with the phone and as such can tell us how they don’t have to carry around a handful of devices like they used to. The setting of these ads has a “taking it to the streets” feel to it which is in line with Apple’s strategy. They want to appeal to the everyday user and not just the tech crowd.

While the ads are subdued in feel, they do a good job showing you why you would want one.

As usual with such new ads, they aren’t yet available on Apple’s site.

UPDATE: The new ads are now on Apple’s website.

JM

written by JM

Like so much of what I write here in these pages, the following is me getting out what’s in my head. Though much has been said about the recent 1.1.1 update of the iPhone software, here’s my take. Live by the sword, die by the sword.

If you’re new to the whole issue, there’s this new thingy called the iPhone by Apple. It is a pretty remarkable device (DISCLOSURE: I don’t actually own an iPhone although I would like to at some point.) that makes calls, plays music and video, and surfs the internet. There was great weeping and gnashing of teeth when it was announced that there would be no SDK (software development kit) for the phone, only the ability to develop web based applications that would be accessible through the phone’s browser. Also, not surprisingly, the phone required a 2-year contract with AT&T.

As expected, some enterprising individuals discovered ways to install 3rd party applications right on the phone. In addition to that, there were several who made it possible to unlock the phone in various ways to allow for the phone to be used on other carriers. That development was a little more meaningful for those living in Europe where GSM carriers are in abundance. Keep in mind that all of these activities are a big no-no for the iPhone. While not illegal necessarily, they do void the warranty.

Fast-forward to about a week ago when Apple sends out a press release that states that they are aware that people have been performing dark magic upon their phones and that the forthcoming update could likely render unlocked phones useless. Some didn’t heed the warning and sure enough, if they applied the update, the phone became a paperweight. Phones that had only 3rd party apps were spared this fate although their apps were rendered unusable under the new update.

I think it’s still unclear whether or not Apple targeted these people or if their update would produce no other outcome for technical reasons. I agree that it’s uncool for Apple to do this to these people although they were warned. It would have been preferable if the update simply didn’t do anything to the phone. The sticky point is that Apple and AT&T are losing out on revenue when people unlock their phones and Apple is likely under contract to do whatever they can to protect that revenue stream. Ultimately, there is enough blame to go around.

Like it or not, the iPhone is a closed platform. I think I can safely say that the majority of users are happy with their toy and are more than happy to live in this environment. The unhappy vocal minority knew what they were getting into when they bought the iPhone. As has been said by others, the best way to voice displeasure with the state of affairs is by not handing your money over. That’s the only way things will change.

written by JM