Apple’s new iPhone ad: beautiful nothings

Apple’s new iPhone ad is beautiful. It doesn’t really say anything — there’s only one line of narration, but man is it pretty.

The ad doesn’t tell as anything we don’t know about the iPhone either. Anyone who owns a smartphone knows that taking photos and recording video is easier at some times than others. And the news that more photos are taken on iPhones than any other camera isn’t exactly earth shattering either. Instagram anyone?

The ad is however a return to form. It’s beauty over substance (although Apple would argue that beauty is substance) and that’s the way things should be with Apple.