THIS WEEK'S SPONSOR:

Kolide

The fleet visibility solution for Mac, Windows, and Linux that can help you securely scale your business


Apple Airs First iPhone 5 TV Ads: “Physics”, “Cheese”, “Thumb” - Plus “Ears”

Today, Apple aired the first official iPhone 5 commercials. Available both on YouTube and Apple’s website, the TV ads focus on some of the marquee features of the iPhone 5.

“Physics” focuses on the design of the iPhone. It asks how’s it possible that the iPhone can be bigger, but also smaller – referring to the bigger screen of the device and its thinner form factor.

There are laws to physics, right? So explain this, how can something get bigger, and smaller? There’s more of it, and less of it. Well, I guess the laws of physics are more like, general guidelines.

“Cheese” is about Panorama. The ad shows a man trying to take a picture of a group of kids in costumes, using the iPhone’s Panorama functionality (which is not exclusive to the iPhone 5) to capture the whole group.

Every picture tells a story, of course some stories are bigger than others.

OK, guys here we go, everybody say Cheeeeeeeeeeeeeee…[breathes in]…eeeeeeeessssseee.

Got it!

The last one, “Thumb” is, again, about the iPhone’s screen, but this time from a user’s perspective. It tries to convey the message that, in spite of the taller screen, the iPhone’s display is still usable with one thumb, because Apple used “common sense” to make it bigger, but not too big.

Your thumb, it goes from here, to here. This bigger screen goes from here, to here. Now that’s either a, an amazing coincidence, or b, a dazzling display of common sense. Pretty sure its the common sense thing.

The three ads are available on Apple’s website and YouTube channel. We have embedded the YouTube versions below.

Update: Apple also posted an additional “Ears” ad for the new EarPods. The ad repeats the same message Apple explained at the iPhone 5 keynote – human ears are all different, and headphones should consider these differences.

Ears are weird. I dunno what shape that is, but its not round. So why would headphones be round? They should be shaped like this. Ear shaped. You know, so they fit in your ears.

According to initial speculation on Twitter, it appears the voiceover for the ads was done by Jeff Daniels, currently starring in the HBO show “The Newsroom”.




Unlock More with Club MacStories

Founded in 2015, Club MacStories has delivered exclusive content every week for over six years.

In that time, members have enjoyed nearly 400 weekly and monthly newsletters packed with more of your favorite MacStories writing as well as Club-only podcasts, eBooks, discounts on apps, icons, and services. Join today, and you’ll get everything new that we publish every week, plus access to our entire archive of back issues and downloadable perks.

The Club expanded in 2021 with Club MacStories+ and Club Premier. Club MacStories+ members enjoy even more exclusive stories, a vibrant Discord community, a rotating roster of app discounts, and more. And, with Club Premier, you get everything we offer at every Club level plus an extended, ad-free version of our podcast AppStories that is delivered early each week in high-bitrate audio.

Choose the Club plan that’s right for you:

  • Club MacStories: Weekly and monthly newsletters via email and the web that are brimming with app collections, tips, automation workflows, longform writing, a Club-only podcast, periodic giveaways, and more;
  • Club MacStories+: Everything that Club MacStories offers, plus exclusive content like Federico’s Automation Academy and John’s Macintosh Desktop Experience, a powerful web app for searching and exploring over 6 years of content and creating custom RSS feeds of Club content, an active Discord community, and a rotating collection of discounts, and more;
  • Club Premier: Everything in from our other plans and AppStories+, an extended version of our flagship podcast that’s delivered early, ad-free, and in high-bitrate audio.