Apple this week released yet another ad in the company’s “You’re more powerful than you think series,” this time showing off the iPhone 5s helping doctors, first responders, vets and other humanitarians. The series of inspiring ads has featured a number of wide-ranging scenarios where its flagship can be used; to record music, take a pulse, and even help hapless parents.
Basically, the ads are designed to show everyday people using a phone that empowers them to be the best version of themselves. Apple these past few years has focused on the emotional connection between customers and the company’s devices, which is in stark contrast to some other major ad campaigns.
It’s not even necessarily about the phone in the commercial, but the people; it isn’t until the very last few frames of the ad does Apple mention the iPhone 5s name—that’s due to brand recognition—and nowhere is there a comparison to competitors. Maybe refusing to acknowledge others is Apple’s way of pretending other companies don’t exist. Of course, we know that Apple is very much aware of its place in the mobile market, which is why this fall might be its most important launch ever.