I have several DLSR / SLT cameras with dozens of lenses, cold shoe accessories, lights, external microphones, etc.
Doesn't make the brain of the camera any different, or the person behind the camera any 'better'. The point is the iPhone is a platform, no different than Canon / Nikon / Sony and there are thousands of accessories to extend the functionality of the phone. The beauty of the iPhone as a platform is the accessibility and ease of use. Often times, unedited iPhone photos and videos are amazing before retooling or color correcting. But if you want to try to make a movie, short film, etc... you can't just whip out your phone and start recording. Even commercials showing off the "true" capabilities of a camera phone are carefully crafted and planned.
This series is, as it always has been, a way to show off the potential of the platform. And they often use celebrated photographers/videographers to prove that creativity has no limit.
Couldn't agree more with what you said. But on that same point, we don't need them doing the same shot on an iPhone over and over campaign. It's like Microsoft showing over and over again that you can create a spreadsheet in office or write a word document but each time its a different excel doc or story written in word. It's kind of beating a dead horse and shows they are running out of things to peddle to sell their product. Similar to how the App Store has plateaued for the time..