Apple’s advertising for the iPhone is changing in interesting ways. When the product was brand new, all of the attention was on the interface, just introducing people to the idea of multitouch. Now, the focus has shifted to what you can do with an iPhone that you either can’t do or is too much harder to do on any other phone. The one above, “Fix,” is all about the little everyday problems the iPhone can solve, like finding a taxi, calculating your tip, or checking how level a shelf is. All of the featured applications (Rocket Taxi, Tipulator and Multilevel) are third-party, and each has a nice UI and a cool hook into signature iPhone 3G features, like GPS or the accelerometer.
Another new ad fits the same pattern, this one entitled “Read,” which goes into the many things you could read on the iPhone, including restaurant reviews (Yelp), an MRI (!) (OsiriX), or, well, a book (Classics). I’ve embedded it after the jump.
It’s a really smart way for Apple to make the App Store its own…killer app. How long until Apple makes the “Fart” commercial?
Via iPhone Savior
Pete Mortensen is a design strategist for consulting firm Jump Associates and the co-author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, a book and blog that are significantly more interesting than you might initially think. Pete’s particular Apple avocations are both around design–interface and industrial. Follow him on Twitter!
