Apple Airs New iPhone 5 Commercial: “Photos Every Day”

Apple today aired a new iPhone commercial called Photos Every Day, which, as the name implies, focuses on one of the iPhone’s core features: taking pictures.

The ad doesn’t follow the tone of Apple’s latest upbeat commercials, but instead marks a return to the company’s old iPad and FaceTime commercials with a slow music playing in the background, a single voiceover at the end, and, more importantly, a distinctive focus on the people using Apple products.

In the one-minute commercial, people are seen taking pictures of food, everyday situations, their kids, concerts – everything. The message is clear: either with the default camera or Instagram (also shown in the ad), in landscape or portrait, as normal shots or Panorama pictures – the iPhone is your everyday camera. This is corroborated by the tagline at the end: Everyday more photos are taken with the iPhone than any other camera.

The ad has been posted on Apple’s website and YouTube channel. You can watch it below.