Apple has uploaded its latest advertisement as part of its new “if it’s not an iPhone, it’s not an iPhone” marketing series. Today’s new TV ad focuses on the iPhone’s camera, photo taking capabilities, and video recording features. As it has done in past campaigns, Apple appears to be promoting pictures and videos taken by actual iPhone customers. Apple’s previous iPhone ads focused on customer satisfaction, hardware/software integration, and the App Store. Apple also recently published a new website to accompany the TV ads, which focuses on many of the same iPhone talking points.

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