Apple’s TV ads for its devices, particularly the iPhone, have always been of keen interest to not only the fans of the Cupertino tech firm, but even its rivals, since they showcase the marketing approach that the company is taking towards ensuring that its products remain a success. Just yesterday, Apple added a couple of more TV spots to its increasing media arsenal, unveiling two ads featuring the duo of Jimmy Fallon and Justin Timberlake. Both these ads highlight specific features of iOS 8, and are targeted for iPhone 6 and the iPhone 6 Plus.

The first ad, titled “Reservations“, highlights iOS 8’s new Continuity feature, which essentially allow users to make and answer phone calls using any iCloud-connected and enabled device, whilst using the SIM card in your iPhone. The ad shows Timberlake making a phone call to Fallon using a Mac and an iPad, whilst Fallon answers in a fake, phony French accent.

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The second ad, labeled “Gamers“, shows off the same gaming title that Apple showcased in its iPhone unveiling event; Vainglory. The TV spot shows Timberlake and Fallon playing the MOBO title exclusive to the iPhone, and engaging in some trash talk along the way. Whilst the advertisement is supposed to showcase iPhone 6 and iPhone 6 Plus’s gaming capabilities (which, to be honest, are remarkable), it still focuses heavier on the Vainglory title and the two superstars who feature in the ad.

Analyzing both the ads, and especially the Reservations one, we feel that Apple took a rather goofy approach that doesn’t truly do justice to how neat and functional Continuity is. While we love Fallon and Timberlake, the fact is that Continuity can fare better if its serious, productive uses are highlighted over it being just a novelty.

From my personal experience, for instance, ever since I got OS X Yosemite and iOS 8 both, I haven’t really needed to take out my iPhone from my pocket whilst working on my MacBook, whenever I received a call or text message. That’s convenience, and that’s the kind of thing that Apple needs to perhaps focus on.

Check out the ads we’ve embedded below and do let us know what you think about them. And oh, which one is your favorite from the duo?

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