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Apple Releases Four New Ads for FaceTime


July 12, 2010

Apple is apparently decided to focus its advertising for the iPhone 4 on the FaceTime video chat.

The Cupertino, Calif. company has just released four new commercials for the iPhone 4 and they all share one trait - they begin in the middle of a FaceTime chat.
Traditionally Apple's ads for its consumer products favor the use of terminology that's easily accessible to those with limited technical knowledge. and the FaceTime commercials are all about people, their relationships, and how the iPhone makes it possible to connect on a level that was previously unattainable.
The four new commercials, "Meet Her," "Haircut," "Smile," and "Big News," are all about people and their relationships. And of course, how the iPhone makes it possible for them to connect to each other.
And while FaceTime is probably the easiest feature to showcase in an advertisement don't discount the fact that there's an economic motivator for Apple in deciding what feature on the iPhone 4 to advertise - FaceTime needs two iPhone 4s to be functional. 
The Retina display would be nearly impossible to showcase on TV, because viewers would see the resolution on their TV, not the phone's screen and the HD video-recording capabilities wouldn't translate for those without HDTV-compatible displays. 
Late last month through Silicon Insider Apple rep assured readers that the company's FaceTime video calls app will not use up carrier minute allotments, even if the calls are initiated within a voice call. 
This rep reports that the voice call will end as soon as the FaceTime call connects. All FaceTime calls are conducted over WiFi, so they do not use carrier minutes. 
There had been some confusion over how the application would affect minutes given that FaceTime calls can be initiated within voice calls. Users weren't sure ifApple would keep the voice call running in the background in case the video chat dropped or someone had a WiFi signal go out.

Alice Straight is a unified communications editor. To read more of her articles, please visit her columnist page.

Edited by Alice Straight




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