Apple as a company is extremely meticulous and consistent when it comes to things like advertising and marketing. The company’s television based ad campaigns have become famous all over the world in recent years for their simplicity and insistence of focusing purely on the products and removing anything else that simply isn’t important to the user experience. The Cupertino based company has recently posted two new iPhone 5 based commercials on its website where that consistency is once again highlighted with the ‘Discover’ and ‘Brilliant’ ads.

Both commercials last for approximately thirty-seconds and fall in line with the app based marketing that was introduced with the iPad campaigns aired during the Oscars last month.

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The latest two commercials are designed to get the iPhone 5 back into the thoughts of the public with the latest strategy being to overlay a plethora of marketing based buzz words on the screen before choosing one and focusing on apps related to that word. The ‘Brilliant’ advertisement initially focuses on the word ‘Sweet’ before showing apps that allow users to create succulent sweet desserts. There is also a brief appearance of Apple’s own Cards apps in that category.

The second advert focuses on apps that allow users to discover new things, whether that be about the world we live in or just learning how to do different things like playing the guitar. A number of already well-known apps find themselves featured in both of the new commercials, such as Infinity Blade, Cards, Passbook, Elements, Shazam and Yelp. The Phillips Hue Lighting app also gets a run out which is potentially the most relevant at the minute due to their recent announcement that they will be opening up an API to third-party developers.

Check out the videos for yourself and see what you think.

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