I guess I never really realized that it isn't called an iPhone, or the iPhone; just iPhone. In these little promos, it is just iPhone, like it is some sort of singular entity. What will iPhone do next?
"iPhone, ready to absorb..."
From what I've seen on Apple's website, it's pretty common with all their products. For example, when you install iTunes on a PC, the installation window says something along the lines of "listen to music while on the go with iPod and iPhone". There's also many times I've seen things like "the unibody construction also makes MacBook Pro more durable than ever." They really like acting as if their products are living, breathing creations...