Advertising is a funny old game. Apple spent years mocking the "PC guy" in its ads, and one could argue that it either failed dramatically in the long run, making Apple look more like a condescending douchebag than offering any actual insight into the product it was trying to advertise, or that it's simply what companies 'do' to shift their products, and it's all fair game.
Fast forward a few years and now Apple seems to be taking the moral high ground in its new ad published yesterday on its YouTube channel, that rather plays on the fact that iPhone users connect more with each other than on any other device, without actually mentioning a rival at all.
In one of the heartwarming scenes at 0:40 seconds in, a young lady is sitting on the floor using FaceTime, and the person on the other end says "Did he apologise?" to which the girl simply shakes her head. Could it be a poke at Nokia for their claims that their camera is far superior to that of the iPhone? OK, probably not and maybe we're reading too much into this.
All in all it's refreshing to see Apple advertising actual features and usage, even if their claim that "Every day, more people connect face to face on the iPhone than any other phone" can't actually be verified, much like the earlier claim that iPhone users take more pictures than on any other device can't either.