If Apple does one thing well, it's to tout features that other companies have had for years and pass them off as life-changing. Since Apple can't tout speed as an improvement on the new iPhone (as the company did that last time around), Apple instead chose to highlight functionality that other products have had for years. Apple has begun airing two new commercials doing exactly that in Copy and Paste and Voice Control.

In Copy and Paste, the narrator introduces copy and paste functionality that allows a user to do some "pretty incredible things." Of course, implementations of copy and paste in other phones are usually somewhat bad and unintuitive. However, the claims made in Apple's commercial would be comical if they weren't so serious.

The second ad spot, Voice Control, talks about how you can simply talk to your phone and tell it who you want to talk to—you know, like you did 10 years ago on your POS Motorola that came for free with your Verizon contract. But this one shows a sweet waveform graphic! The commercial goes on to show off the ability to say something like "Play all songs by Jack Johnson" and have the device do just that. Actually though, that particular feature is pretty cool and isn't something I have seen out of any other phone, though it is something we have seen a certain Redmond company do with its Sync product in automobiles.

In Apple's defense, the company doesn't claim in either ad that any of these features are new to the market. The only thing Apple suggests is that the features are new to the headset. What's impressive, though, is Apple's ability to successfully market features that have been on other phones for years and actually get people excited about them.