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MacRumors
Mar 25, 2011, 10:36 PM
http://www.macrumors.com/images/macrumorsthreadlogo.gif (http://www.macrumors.com/iphone/2011/03/25/apple-debuts-new-iphone-4-commercial-featuring-retina-display/)


Just a day after debuting a new Game Center commercial (http://www.macrumors.com/iphone/2011/03/25/apple-airs-new-iphone-4-ad-featuring-game-center/) for the iPhone 4, Apple has rolled out its fifth ad in the "If You Don't Have an iPhone" series since its debut last week. The new ad (http://www.youtube.com/watch?v=jnX8F_fTIXA), entitled "Retina", focuses on the high-resolution Retina display found in the iPhone 4.If you don't have an iPhone, you don't have the Retina display, the highest resolution screen on any phone. So movies aren't this dramatic, maps aren't this clear, emails aren't this detailed, and memories aren't this memorable. Yup, if you don't have an iPhone, well, you don't have an iPhone.The new ad is not the first to highlight the iPhone 4's Retina display, as Apple released a somewhat similar commercial (http://www.macrumors.com/2010/10/05/apples-new-iphone-4-ad-highlights-retina-display/) last October.

Article Link: Apple Debuts New iPhone 4 Commercial Featuring Retina Display (http://www.macrumors.com/iphone/2011/03/25/apple-debuts-new-iphone-4-commercial-featuring-retina-display/)



ThomasJL
Mar 25, 2011, 11:11 PM
Smug.

spillproof
Mar 26, 2011, 12:22 AM
This display is "magical" and amazing.

That little girl was adorable.

JodyK
Mar 26, 2011, 12:29 AM
Nice Pixar plug w/ the toy story clip! Steve hears the sound of a cash register ringing throughout the commercial!

Doctor Q
Mar 26, 2011, 12:51 AM
Put a cute kid in a commercial, show it enough times, and people will buy whatever you're selling. :)

wordoflife
Mar 26, 2011, 01:30 AM
Well if they are going to make a commercial about having the highest resolution, then they shouldn't change it (in other words, no iPhone with 3.5"+ display)

illegalfrogs
Mar 26, 2011, 01:57 AM
I wonder why no one else has come up with a smartphone screen to match the Retina Display's resolution? ...or has it been done and I'm just not aware of it?

cys920622
Mar 26, 2011, 03:06 AM
"If you don't have this, you don't have this."

DERP

Shunnabunich
Mar 26, 2011, 03:34 AM
Smug.

This. The voiceover guy sounds like a smug little douchebag. Apple has got to stop that. The Mac vs. PC ads were bad enough, and overstayed their welcome by many years, and now we have these. Someone at TBWA/Chiat/Day needs to wake up and realize that tone matters.

siurpeeman
Mar 26, 2011, 03:55 AM
the commercial is kind of meh. while i agree the retina display is amazing and deserving of all its hype, it isn't something that can be demonstrated on someone's television or computer screen. it really is one of those things that has to be seen in person to be wowed.

elppa
Mar 26, 2011, 07:56 AM
This. The voiceover guy sounds like a smug little douchebag. Apple has got to stop that. The Mac vs. PC ads were bad enough, and overstayed their welcome by many years, and now we have these. Someone at TBWA/Chiat/Day needs to wake up and realize that tone matters.

But the PC Mac ads were a huge success and spawned a number of copycats (http://www.youtube.com/watch?v=3KmfXupi9cg&feature=relmfu).

kdarling
Mar 26, 2011, 08:28 AM
I wonder why no one else has come up with a smartphone screen to match the Retina Display's resolution? ...or has it been done and I'm just not aware of it?

No one else has had the bizarre need to exactly double an old resolution to get around the lack of app resolution independence, such as Apple did.

However, the Sharp IS03 Android phone does also have a 960x640 screen (see comparison here (http://www.engadget.com/2010/10/07/sharp-is03-asv-display-vs-iphone-4-ips-display-fight/)).

As for denser, LG designs and makes the iPhone4 screen. Their first high res IPS phone display was in a 2008 LG TV phone called the LU1400. It had 333PPI, more than the later iPhone's 326PPI. This likely helped LG get Apple's business.

As for "retina" (aka "print" ~300PPI at a foot away) quality... back in 2007,
both the Toshiba Portege G900 and Sony Ericsson XPERIA X1 had 311PPI. They were advertised as the first "print quality" phone displays. Which is probably why Apple felt they had to come up with another catch phrase.

The HTC Diamond2, from early 2009, was 298PPI, which is almost 300PPI.

toddybody
Mar 26, 2011, 09:39 AM
If you don't have an iPad 3, you don't have the Retina display, the highest resolution screen on any tablet. So movies aren't this dramatic, maps aren't this clear, emails aren't this detailed, and memories aren't this memorable. Yup, if you don't have an iPad 3, well, you don't have an iPad 3.

Damn you APPLE!!!!!!

DavidLeblond
Mar 26, 2011, 09:51 AM
"Memories aren't that memorable"

You seriously had to go there? "Look at the picture of our first born.... taken with the 2 megapixel camera we had back then. Meh. Whatever."

LeoNobilis
Mar 26, 2011, 12:43 PM
Indeed, if you haven't an iPhone - or if you even have one - you probably have an iPad 2 with a poor resolution screen and a ridiculously inadequate 16 GB of storage.
Or a Mac (any computer for that matter) with a non-IPS, even lower-than-the-iPad's-resolution screen.
Or, perhaps, you have an iPhone with its beautiful (high resolution), but far too small, screen that appears to resemble a midget in comparison to any 4.3" (or larger) screen smartphone. An iPhone with a non-upgradeable storage that fills by about a hundred MBs a day by itself, a battery life that dictates two full charges a day (3 if it's used for navigation). An iPhone that begs iTunes to report certain errors when being "synchronised", instead of actually synchronising.

vincenz
Mar 26, 2011, 01:46 PM
I love how they can get away with the "If you don't have an iPhone, well, you don't have an iPhone" line. Only Apple.

wordoflife
Mar 26, 2011, 01:57 PM
"If you don't have this, you don't have this."

DERP

Guess they forgot iPod Touches have one as well.

cowcaster88
Mar 26, 2011, 03:09 PM
Wirelessly posted (Mozilla/5.0 (iPhone; U; CPU iPhone OS 4_3 like Mac OS X; en-us) AppleWebKit/533.17.9 (KHTML, like Gecko) Version/5.0.2 Mobile/8F190 Safari/6533.18.5)

Wait I have an iPhone but it's a 3Gs, therefore it doesn't have a Retina Display so does that mean I do or don't have an iPhone?

pika2000
Mar 26, 2011, 05:34 PM
A bit late, no? I mean this ad would be perfect right after the iPhone 4 was shipped, but now? There will be other phones with other OSes that have similar or close to retina resolution shipping soon. I guess Apple is just trying to get people to buy iPhone 4s, considering many will be sitting on a bench waiting for the iPhone 5.

balsagoth007
Mar 26, 2011, 06:13 PM
I wish i had the iphone 4, but it's very expensive :(

Shunnabunich
Mar 26, 2011, 07:53 PM
But the PC Mac ads were a huge success and spawned a number of copycats (http://www.youtube.com/watch?v=3KmfXupi9cg&feature=relmfu).

By most measures you're right, but in my opinion, mud-slinging is best left to sleazy politicians.

bwrairen
Mar 26, 2011, 08:35 PM
An iPhone with a non-upgradeable storage that fills by about a hundred MBs a day by itself.


Really? My iphone's available storage stays the same unless I install an app or something of that nature. I have seen it stay the exact same for weeks at a time.

user error??

neko girl
Mar 26, 2011, 08:59 PM
I wonder why no one else has come up with a smartphone screen to match the Retina Display's resolution? ...or has it been done and I'm just not aware of it?
There are devices that match the resolution and ppi (from what I remember) but none that exceed it, therefore "highest"..

aNYthing24
Mar 26, 2011, 10:51 PM
I wonder why no one else has come up with a smartphone screen to match the Retina Display's resolution? ...or has it been done and I'm just not aware of it?Well the Atrix 4G has a 960 by 540 resolution which is similar. They are calling it qHD. I think the new EVO 3D will have that resolution as well.

*LTD*
Mar 27, 2011, 10:06 AM
Wirelessly posted (Mozilla/5.0 (iPhone; U; CPU iPhone OS 4_3_1 like Mac OS X; en-us) AppleWebKit/533.17.9 (KHTML, like Gecko) Mobile/8G4)

Smug? Pretentious?

SO WHAT. Both of these descriptions actually tap into the desire sector of consumers' brains. Get a clue, people.

It sells. Apple is declaring they're the one to beat. It makes perfect sense for Apple to blow their own horn.

It's ballsy and makes a bold declaration. It gets attention. Plus it's Apple. People make associations with Apple gear - things they *want* to be associated with, i.e., having the best and being the best. It's all about LIFESTYLE. Apple is doing lifestyle marketing here, like they often do. And it translates into: $$$

A lot of you tech geeks are perfectly prepared to label Apple as marketing geniuses at every turn, and ready to dismiss the popularity of Apple products as pure marketing influence. Then, when Apple flexes their marketing muscle, you dismiss them as somehow obtuse or insulting.

This industry is cutthroat and very, very competitive. Some marketing is going to take the form of attack ads. Some of it will go in a different direction. It's all under the same umbrella, though. It's just marketing. The real key here is how you pull it off and what you've got to back it up based on the power of your current mindshare. Apple is pretty aware of their position and their reputation. They're simply capitalizing on it here.

If you're going to criticize Apple, at least understand marketing basics first. Hint: it's a helluva lot more than just showing a product's features visually and flashing a bullet list of specs on screen.

Thing is, in order to understand basic marketing, you need to understand PEOPLE. That's something tech heads and IT folk have historically had a hard time doing. Get out of the basement, guys.

Fleurette Bonen
Mar 28, 2011, 12:47 AM
The retina display is far better. They should have done this before. I find my pictures and iPhone time tracking (http://tsheets.com) applications in clearer view now than before.

Thanks for the post.:cool:

kalsta
Mar 29, 2011, 07:07 AM
This. The voiceover guy sounds like a smug little douchebag. Apple has got to stop that. The Mac vs. PC ads were bad enough, and overstayed their welcome by many years, and now we have these. Someone at TBWA/Chiat/Day needs to wake up and realize that tone matters.

Completely different ads IMO. The Mac vs PC ads were mostly pretty funny and the characters were both very likeable. But these are not even mildly amusing, and the voiceover actor is just… well yeah, 'smug' like the first commenter said. And not likeable smug either — annoyingly smug. It makes me cringe, and I'm a long-time fan of Apple's. To the consumer who this ad is seemingly addressing (someone who owns a competing smart-phone) I can't imagine this endearing them to the Apple brand at all.

It's like the whiny kid who boasted that their dad was better than your dad. Did that ever make you want to hang out with the other kid's dad? Didn't it just make you want to defend your own dad? Apple's advertising agency needs to go back to their marketing psychology ABC's.

FatMac128
Mar 29, 2011, 08:08 AM
Put a cute kid in a commercial, show it enough times, and people will buy whatever you're selling. :)

This is the happiest I've ever been with a phone. Had many smart phones before this and none of them are missed. The interface with my other Apple products is outstanding. The one thing I would like to see though, is in the message section... when a message is delivered I used to like the "D" next to the message on my Blackberry to let me know they got it and the "R" to let me know they read it.... anyway, small issue. I love ALL the Apple commercials. Great marketing.

Zugdar
Apr 2, 2011, 11:50 AM
I agree that this commercial sounds very snub. I've seen this commercial many times on the air and dislike it more each time. With competition catching up on tech and overall popularity I think this is a poor move on apples part by taunting at the non apple owners.

PeterQVenkman
Apr 4, 2011, 12:20 PM
But the PC Mac ads were a huge success and spawned a number of copycats (http://www.youtube.com/watch?v=3KmfXupi9cg&feature=relmfu).

I think Apple fans are wishing for a way for Apple to show off their wares in a similarly powerful manner without the smugness.

Can't argue with results, though.

techweenie
Apr 21, 2011, 04:27 PM
This. The voiceover guy sounds like a smug little douchebag. Apple has got to stop that. The Mac vs. PC ads were bad enough, and overstayed their welcome by many years, and now we have these. Someone at TBWA/Chiat/Day needs to wake up and realize that tone matters.

Interesting to note that a change was made in the last week or so and a "less smug" reading is now being used.

Maybe the note I sent to Steve about the tone was effective..... nah.

viperGTS
Apr 21, 2011, 06:36 PM
"Memories aren't that memorable"

You seriously had to go there? "Look at the picture of our first born.... taken with the 2 megapixel camera we had back then. Meh. Whatever."

A picture taken with a 2 megapixel camera would have to be rescaled to fit the iPhone 4's retina display. They did not talk about the camera. But i see where you were going with that...

paintblock
Apr 22, 2011, 02:12 AM
It's the primary reason I got an apple product. My laptop's ~130ppi IPS display with incredibly great color balance? Any photographer's dream machine. Great displays + portability = I'm sold, Apple.