The single most compelling feature about Nokia’s current crop of Windows Phone 8 devices is the inclusion of PureView technology, which culminated most recently in the the Lumia 1020. Over the last few years, Nokia has carefully engineered optics and software optimizations that promise to make the best mobile images of any device, and in some cases it succeeds. But is PureView alone enough to sell Lumia devices? In this commercial, Nokia argues yes.
The ad above features the Lumia 925, and Nokia highlights the camera techn and compares it to Apple’s iPhone line, showing off the differences in photo quality in different lighting situations. What ensues is Nokia’s shot-for-shot (mostly) recreation of Apple’s own iPhone camera commercial, including a clumsy jab at Apple’s claim that the iPhone is the world’s most popular camera.
At no point does Apple’s ad say its iPhone takes the best photos, merely it’s the most popular—but Nokia still saw fit to go on the offensive. The commercial then proceeds to show off a series of comparisons between the two. And there are clear differences as anyone can plainly see. But as we’ve also seen, the disparity in quality isn’t always so cut and dry.
“At Nokia, we prefer to build for quality, not just quantity,” the commercial says. Apple would likely argue that it doesn’t build for quantity, but you can see what Nokia is getting at here. Nokia may need to play defense a bit: you can basically boil down the Lumia line as having one very excellent feature trapped by the progress of Windows Phone. So if all a device offers is one perfectly acceptable camera, what about the rest of the experience? It’s a big reason why a device like the iPhone has become the most widely used camera, even if some Nokia handsets do take better photos.