Apple has released the latest addition to the company’s “you’re more powerful than you think” series with the new “dream” ad. The commercial features the iPhone 5s assisting doctors, first responders, vets and other humanitarians.
The variety of inspiring ads has shown how the flagship can help others in various situations. The main aim of the commercials are to show how the phone helps everyday people to feel empowered about themselves. Apple has constantly focused on the emotional bond between users and the devices the company’s produce when creating products and marketing platforms.
But what is interesting, is that iPhone 5s only shows up towards the end of the ad to enhance brand recognition. There is no comparison with other competitors and the video focuses mainly on the people. This is a huge difference in how Apple markets its products and how other competitors focus more on product value instead of customer recognition and appreciation.