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‘Apps at a Tap’: Apple Posts Three New Apple Watch Ads Focusing on Travel, Fitness and Music Apps

Apple tonight debuted three new ads for the Apple Watch, each featuring the new tagline of ‘Apps at a tap’. Unlike Apple’s most recent Apple Watch ads from earlier this month which showed the Apple Watch in use by people in real world situations, today’s ads (which are brief 15 second clips) simply feature quick demos of various Apple Watch apps.

The three ads each have a different theme, with one focused on travel apps, another on fitness apps and a third on music apps. Some of the apps featured include Uber, Expedia, WaterMinder, Shazam and StubHub.

You can view the new ads below the break or on YouTube: Travel Apps, Fitness Apps, Music Apps.

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Apple Posts New iPhone Advert: “Amazing Apps”

Apple’s third advert featuring the new “If it’s not an iPhone, it’s not an iPhone” tagline was today posted online. The new advert, “Amazing Apps”, focuses on highlighting the huge amount of apps (“over one and a half million”) available on the App Store, and the notion that apps on the iPhone are “hand-picked” and “awe-inspiring”.

This is an iPhone, and it comes with something amazing. An App Store with over one and a half million of the best apps available. That’s over one and a half million, hand-picked, awe-inspiring, just plain surprising, who knew a phone could do that, apps. If it’s not an iPhone, it’s not an iPhone.

You can watch the new advert below the break, or on YouTube.

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Apple Posts Four New Apple Watch Commercials

Apple has posted four new commercials for the Apple Watch today, showcasing the device’s capabilities for private communication and fitness, as well as a variety of third-party apps for international users. The new commercials follow the same stylistic choices and presentation of the first Apple Watch ads that debuted in April.

In the first two ads, called Closer and Goals, the company demonstrates how it’s possible to stay in touch with others and achieve a healthier, more active lifestyle using Apple Watch. In Closer, Apple Watch use cases include Digital Touch, making phone calls, using the Watch as a remote for music, and even playing games. Rather than showing the Watch as a gadget that absorbs a user’s time and attention, the message is that Apple Watch can bring people closer to each other in new ways.

In Goals, on the other hand, the company shows how the fitness tracking capabilities of Apple Watch can extend beyond workouts. From brisk walks to yoga and even filling the last three minutes of the activity rings with jumping jacks in the bedroom, achieving goals with Apple Watch includes workouts, but it can be more than that. Also in this case, Apple puts the focus on some of the fitness-oriented third-party Watch apps that have been released so far.

Lastly, in the Beijing and Berlin commercials Apple Watch is presented as a travel companion and a useful extension to the iPhone. While Apple has previously marketed the iPhone as a handy device for traveling thanks to its camera, built-in maps, and rich app ecosystem, the Watch is shown as having more or less the same role but in a more discreet and contextual fashion. These two ads are more focused on the story of Apple Watch as an everyday companion, and traveling to another city or country enables the company to easily condense features and apps in 30 seconds.

As I wrote when the first Apple Watch commercials were released:

Notably, the ads never dwell on each example too long, using multiple mini-stories to convey the glanceable, spontaneous, and brief nature of Watch interactions. With simple and elegant ads Apple is saying that the Watch is a device to get out of technology obsession and let apps come to us (and vice versa) only when necessary.

You can watch the ads below or on Apple’s YouTube channel.

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Apple Found Its Newest Billboards on the Internet→

Brendan Klinkenberg, writing for BuzzFeed on Apple’s new ad campaign for iPhone 6 photography:

Last December, when the Bay Area had one of its rare rainy days, Cielo de la Paz took her kids out to play. She’s an avid photographer, “willing to wake up at five in the morning and hike 10 miles to get that shot of the sunrise,” and when she saw the reflection of her red umbrella on the wet concrete, she knew she had a good one.

“It took a few shots,” she said, “this was the last one I took, I was finally happy with how the wind arranged the leaves for me.”

She edited the shot with Filterstorm Neue, uploaded the picture to Flickr (she was taking part in the photo365 challenge), where Apple found it.

Very nice of Apple to use these real photos in billboards around the world, too.

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Apple Debuts ‘Make a Film with iPad’ Advert

Coinciding with Sunday’s Academy Awards Ceremony, Apple debuted a new iPad advert with a focus on making films. The advert features students from Los Angeles County High School for the Arts (LACHSA) as they prepare and shoot films for a school project. Also featured in the advert is Martin Scorsese, with audio excerpts from his 2014 commencement speech to the NYU Tisch School of the Arts serving as the narration to the advert.

iPad is the ultimate tool for independent filmmakers. It lets them chase their ambitions and dive deeper into the work they’re so passionate about. Learn how students at Los Angeles County High School for the Arts relied on the power and versatility of iPad to write, produce, shoot, score, and edit their films in a matter of days.

Like most of Apple’s recent adverts, they’ve set up a page on their website with more information about the advert and those featured in it. As noted on the page, the apps featured in this advert are Final Draft Writer, FiLMiC Pro, Garageband, and VideoGrade.

We’ve embedded the advert below, but you can also view it on Apple’s website and on YouTube.

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Apple Debuts ‘Make Music’ Advert for the iPad Air 2

Coinciding with Sunday’s Grammy Awards, Apple debuted a new iPad Air 2 advert with a focus on music creation. Featuring recording artist Elliphant, producer Riton, DJ The Gaslamp Killer and director So Me, the advert is a 60 second montage of the ‘All or Nothing’ remix being written, produced, performed and filmed on the iPad Air 2.

iPad is changing how we live, work, and create more and more each day. For recording artist Elliphant, it’s liberating her to make music in a radical new way. And whether she’s writing lyrics at home or recording on the road, iPad has become an essential part of her process. It was even used by director So Me to shoot this film.

Like most of Apple’s recent adverts, they’ve set up a page on their website with more information about the advert and those featured in it. As noted on the page, the apps featured in this advert are GarageBand, iMPC Pro, NanoStudio, Serato Remote and Manual Camera.

We’ve embedded the advert below, but you can also view it on Apple’s website and on YouTube.
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