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.
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".