Apple’s Latest iPhone 5s Ad Is No ‘Misunderstood’ [Video]

powerful

Apple’s latest iPhone 5s ad debuted during last night’s Agents of SHIELD on ABC, and it’s a bit of a mixed bag.

Built around the idea that “You’re more powerful than you think,” the ad shows the iPhone being used to as a tool by people in various lines of work. In this way, it’s very reminiscent of Apple’s recent “Your Verse” campaign for the iPad.

But while it’s good aspirational fare — with absolutely nothing offensive about it — it also comes across as, well, kind of boring really.

Seeing as this is the first iPhone 5s ad since the tremendous “Misunderstood” ad which played over Christmas — and that it follows on from the revelation that Apple has been less than happy with its recent commercials — we’d expect a bit more, to be honest.

The iPhone 5s may be months away from being superseded by the iPhone 6, but that doesn’t mean Apple’s ad team should rest on its laurels and save the best ideas for the next generation of smartphones.

Are we being too harsh? What did you think of Apple’s latest iPhone 5s commercial?

Drop us a line in the comments box below.

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

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