Apple has released two new spots for the iPhone that hit out at its rival Google rather more than previous campaigns, as it outlines ways in which the product differs from other (Android) phones.
"Loved," seen here, makes the point that the iPhone "comes with a difference." It claims 99% of iPhone owners love their phone, with the creative showing shots of happy iPhone owners having groovy fun with their phones all over the world via apps, videos and messages. The unsaid implication is that owners of other phones do not.
Meanwhile "Hardware and Software" makes a more overt swipe at Android, emphasizing that Apple makes both the "hardware part" and the "software part" and that "all the parts work together as one amazing part."
Both end with the strapline, "If it's not an iPhone, it's not an iPhone."