Apple has started airing a new TV spot for the iPhone (below), "FaceTime Every Day." The commercial continues the tone of its "Designed by Apple" and "Music Every Day" ads, trying to forge an emotional connection instead of concentrating on feature details or prices. The clip meshes together a series of vignettes of people using FaceTime in emotional circumstances, such as touring a new home or coping with the aftermath of a fight. At the end of the ad, Apple claims that more people do video calls on the iPhone than on any other phone.
The company has sometimes been criticized for its recent approach, since unlike its competition
, Apple has largely stopped trying to claim feature or price superiority. Relatively few Apple products have been updated so far in 2013, leaving only brand attachment as a marketing option until the company can push out high-profile products. New iPhones, iPads, and Macs are expected this fall.