I have a comment. The existing commercial is YA 1984 thing updated.
How about a montage of people using an iPhone in real life solving real problems, and their friend going to a store to purchase one too. Dramatize the referral and adoption process. Use a real sales technique.
Not some artsy-fartsy thing. It appeals to bleeding edge adopters, but it is time to take the "rest of us" by storm too.
Rocketman
Hi Steve . . . Don't bother to send me a free iPhone for the suggestion. I am buying two at full retail with no NDA hassles.