Following the “Photos Every Day” commercial first aired last month, Apple today posted a new iPhone 5 ad called “Music Every Day”. As the name suggests, it is a follow-up to the previous commercial, this time with a focus on music.
Music Every Day doesn’t show music apps – instead it puts the spotlight on people enjoying music with their iPhones and Apple’s distinctive white earbuds. The commercial includes a variety of everyday situations – from exercising and waiting in line to a DJ set and a group of friends listening to music in their car. It’s not about the playback feature itself, it’s about music as a life companion.
Apple only briefly shows the iOS Music app in the commercial. The spotlight, unlike the Photos commercial, isn’t strictly on the iPhone’s display itself – rather, it emphasizes how music can seamlessly fit in our lives thanks to a device that’s often carried in a pocket, put on a table or outside of the shower, or shared with friends. The protagonist of the ad isn’t the iPhone per se: it’s people relying on it to enjoy their music.
The iPhone qualities that Apple subtly implies (intuitiveness of the interface, sound quality, portability) are important, but secondary. The voiceover sums it up at the end: “Every day, more people enjoy their music on the iPhone than any other phone”. With an elegant juxtaposition, the ad fades to black.
Apple hasn’t uploaded the new commercial to its website yet, but you can watch the official YouTube version below.