Apple's latest iPhone advert focuses on fitness

With the latest iPhone 6 gossip being picked apart by Apple fans and haters alike, it’s sometimes easy to forget that Apple actually has three other iPhone handsets readily available in the stores.

So what better way to push the high end model, the 5s, than to release a new advert showing off some of the functionality and features of the device? But this time, rather than show off the gaming, social or productivity features, Apple is focusing on the fitness freak in us.

The advert lets us see different people training (running, swimming, cycling, etc.) and how the iPhone, with a little help from third party hardware in some cases, can help those people monitor and improve their performance. The advert has been called Strength and the tag line “You’re more powerful than you think” is a two-for-one; basically Apple are saying you’re more powerful with the iPhone.

Now while Tim Cook is, and let’s be frank here, clowning around on stage presenting questionable stats and saying we’ve bought other phones in error, Apple’s marketing department is tapping into one of the internet’s fastest growing sectors: Fitness tech.

Companies like Fitbit, Nike and Jawbone are already producing wearable devices that proactively encourage you to exercise. And other companies, such as Sony, Samsung, Garmin and Intel are starting to get in on the trend, investing millions of dollars to get a share of the fitness tech industry.

Apple has hit the right note, at least with this advert. Not only are they showing that they are concerning themselves with their users' health and wellbeing (albeit loosely), they are tapping into a growing technology trend and, if anything, showing that the iPhone is more than just being about Facebook and Candy Crush.

Source and video: YouTube

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