Apple’s new iPhone ad is a snarky swipe at its competitors

Apple has released a new iPhone ad and it is properly passive aggressive.

The 30 second spot, released on Sunday, shows off the millions of apps available on the app store, claiming that they turn your iPhone “into just about anything”.

It’s an interesting move, but hardly unexpected given the recent attention Apple’s been heaping on the app store. In the wake of WWDC for instance it released a video claiming that its app store is more important than the industrial revolution.

Still, the tagline — “If it’s not an iPhone, it’s not an iPhone” — does seem a little obvious.

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It’s also indicative of where we are in the iPhone release cycle that no specific iPhone model is mentioned and that specs and features don’t make an appearance in the ad.

The ad itself, which seems more like Apple letting off a little steam than an actual campaign, is hardly likely to leave Apple’s competitors quaking in their boots. Then again, the Cupertino-based giant has the fact that it owns 92% of global smartphone profits for that.