If It’s Not an iPhone, It’s Not an iPhone

Apple’s new iPhone ad is making waves – some like it, some don’t.

I guess I’m ambivalent?

They’re telling the truth.

Which, I suppose, is rather outlandish for an ad.

At least, that’s what we’ve come to expect from ads: lies, overgeneralization, mistruths.

They’re speaking less about the iPhone and more about the phones that have been iPhone’esque. If you want an iPhone experience, get the iPhone.

In 2001, I remember being pulled into one of the first Pocket PCs I held. It was everything my Palm device was not. I wound up getting pulled away, however, when I found a third-party Palm OS device that offered “more” than my current Pocket PC. I spent every waking moment trying to get that Palm OS device to work more like my previous Pocket PC.

Then I realized: if I want this Palm OS device to be more like a Pocket PC (or something more like Windows Mobile), why wasn’t I just using a Pocket PC outright (or something running Windows Mobile)?

So, I went back to the world of Microsoft and was happier for it – until the first iPhone was released, that is.

Apple does offer something that other players do not – a value that (I’ve argued) continues to help make it stand out in the field. Most users don’t know why that’s valuable outright, and Apple is trying to communicate that clearly with the “part” language used in this commercial.

This commercial doesn’t mean squat to someone who already gets it – but it’s going to get someone like my parents thinking differently instead of assuming that an iPhone is exactly like the unending array of Android devices available today.

By telling the truth.

Imagine that.