Apple released its first commercial for the iPhone 5c last night, posting the 31-second ad to YouTube ahead of what will likely be a marketing blitz on TV and online. The ad, which is titled “Plastic Perfected,” shows the new smartphone’s polycarbonate shell come together in five different colors, and features the song “Rill Rill,” by indie pop duo Sleigh Bells.
The decision to promote the cheaper iPhone 5c over the flagship 5s is an interesting one, especially considering that the plastic handset is basically just an iPhone 5 with a new shell, while Apple packed a ton of new features and specs into the 5s. However, the company appears to determined to push its mid-range smartphone, likely due to its higher profit margin as well as rumors that the more expensive model is understocked.
The iPhone 5c comes in pink, blue, green, yellow and white, and is equipped with a 4-inch 1136 x 640-pixel Retina Display, Apple’s A6 processor, a lithium-ion battery offering 10 hours of talk time, an 8-megapixel rear camera and 1.2-megapixel front-facing camera, and either 16 or 32GB of storage. The iPhone 5c starts at $99 with a two-year contract and ships on September 18.