Somewhat weird to me, they really don't feel like an Apple commercial to me. Why isn't Apple talking about its speed, the camera/video recorder, or the "retina" display... Maybe they are trying to make the whole family interested in getting one, or maybe it because everyone still compares every new phone to it so they really don't have to rehash its technical merits. That means they can show off its emotional appeal.
Remember when they advertised how powerful the PowerPC was? I think there was a tank in the ad, implying the chip was so powerful it was weapons grade.
