Apple's first iPhone 5S TV ad airs

While Apple has been running TV commercials promoting the iPhone 5C, and its many colored cases, for a few weeks now, the company only started its TV ad campaign for the iPhone 5S today in the U.S. The first such commercial, which was shown during some NFL games, also seems to have a bit of a bias towards one version in particular.

The clip, which was later uploaded to Apple's YouTube channel, showcases the gold version of the 5S, via an animated sequence that makes it looks like the phone is really being made from liquid gold that's cooled to form the case. The ad doesn't even show that the 5S comes in, admittedly, less exciting sliver and gray.

On Friday, New York Times writer Nick Bilton posted up a note on his Twitter account that, according to an inside source at Apple, the internal code name for the gold iPhone 5s was "The Kardashian Phone." Classy.

Of course, you can get an iPhone 5S with a real gold case from Goldgenie, although it will set you back a few bucks more than the normal $199 price. If your Apple store is fresh out of the gold 5S model, don't worry. As "Raffi Jabarian", Apple's new "VP, Gold" shows in a recent parody video made for the Conan talk show, you can get it right now from his "nephew" for double what it would normally cost, because he likes you. Remember, "gold is best".

Source: Apple on YouTube

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47 Comments

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I switched from an iPhone 5 to a HTC One. It was never a question. I'll take a 1080p display, beats audio sound, and 32GB storage over the inferior specs of the 5S.

I see posts about the commercial is good. In what way? They basically took the video from the keynote and shorten it to this. It shows a poorly made shot of liquid gold forming a phone. Then, its not even real gold. Its just a very thin plating of color to look like it. It doesn't even have real gold, just like the silver one doesn't even use real silver.

It's just NutraSweet for the eyes.

TechieXP said,
I see posts about the commercial is good. In what way? They basically took the video from the keynote and shorten it to this. It shows a poorly made shot of liquid gold forming a phone. Then, its not even real gold. Its just a very thin plating of color to look like it. It doesn't even have real gold, just like the silver one doesn't even use real silver.

It's just NutraSweet for the eyes.

you should go into their advertising department (any advertising department really) and you show them how to do it. They would pay you millions for showing them the right way to do things.

Gaara sama said,
Apple's first iPhone 5S TV ad airs? i guess apple is losing ground with Samsung.

Apple having a media event tomorrow? i guess apple is losing ground with Samsung.
Apple increasing 5s production? i guess apple is losing ground with Samsung.
Apple seeding new build of OS X Mavericks? i guess apple is losing ground with Samsung.

Am I doing this right?

Gaara sama said,
Apple's first iPhone 5S TV ad airs? i guess apple is losing ground with Samsung.
Well in a direct way, this ad has nothing to do with Apple losing ground to Samsung. That was happening before this add.

Fact - The Galaxy S III outsold the IPhone 5 for 3 solid quarters. It took until January of this year for the iPhone 5 to past iPhone 4S sales. Then Samsung announced 35M Galaxy S 4's sold in 5 months. Even tho the sales have slowed, It still managed to beat iPhone 5 sales as a single model. So that is 2 models with outsold the iPhone 5.

Less than 30 days after the launch of the 5C, Apple reports they are reducing production of the 5C and increasing the %S production. No one wanted to speculate as to why, but it was obvious when Apple didn't release any iPhone 5C sales numbers and then when 5S sales went through the roof, here they come with 9M pre-orders. The Galaxy S III also had 9M pre-orders, except it was all one device....not 7M of one and 2M of another.

And how exactly si the 5C going to help Apple in emerging markets like CHINA? None. A phone that retails for $800 of contract using last years hardware, isn't going to outsell a phone like the GSIII using year old hardware which costs less than $400 of contract. Apple is drinking way to much of its own Kool-Aid.

They are loosing ground to Samsung. Look at all the laptops apple is calling back to do ding SSD drives. I bet those drives weren't Samsung branded. I bet the heat inside the Macs do to poor ventilation compounds the problem.

Samsung has better quality even if they still use plastic. Apple simply cant sell more plastic vs Samsung. Plastic is better, as long as there isn't an Apple logo on it.

Lovin my Galaxy Note III which is not just a small leap over the II.

TechieXP said,
Well in a direct way, this ad has nothing to do with Apple losing ground to Samsung. That was happening before this add.

Fact - The Galaxy S III outsold the IPhone 5 for 3 solid quarters. It took until January of this year for the iPhone 5 to past iPhone 4S sales. Then Samsung announced 35M Galaxy S 4's sold in 5 months. Even tho the sales have slowed, It still managed to beat iPhone 5 sales as a single model. So that is 2 models with outsold the iPhone 5.

Less than 30 days after the launch of the 5C, Apple reports they are reducing production of the 5C and increasing the %S production. No one wanted to speculate as to why, but it was obvious when Apple didn't release any iPhone 5C sales numbers and then when 5S sales went through the roof, here they come with 9M pre-orders. The Galaxy S III also had 9M pre-orders, except it was all one device....not 7M of one and 2M of another.

And how exactly si the 5C going to help Apple in emerging markets like CHINA? None. A phone that retails for $800 of contract using last years hardware, isn't going to outsell a phone like the GSIII using year old hardware which costs less than $400 of contract. Apple is drinking way to much of its own Kool-Aid.

They are loosing ground to Samsung. Look at all the laptops apple is calling back to do ding SSD drives. I bet those drives weren't Samsung branded. I bet the heat inside the Macs do to poor ventilation compounds the problem.

Samsung has better quality even if they still use plastic. Apple simply cant sell more plastic vs Samsung. Plastic is better, as long as there isn't an Apple logo on it.

Lovin my Galaxy Note III which is not just a small leap over the II.

Yawn.

This is just your latest anti-Apple, pro-Samsung instalment.

You never have ANYTHING good to say about Apple, but always good stuff to say about Samsung.

Just makes you look like a fanboy rather than a credible poster.

virtorio said,
Compelling reasons to buy the iPhone 5S from the commercial:

- ...?

(end of list)

intended to make you want to inquire about the features,

Waiting for the annoying "it doesn't show any features" comments... oh wait, it's not a Microsoft ad, so that means Apple can get away with it, as usual

j2006 said,
Waiting for the annoying "it doesn't show any features" comments... oh wait, it's not a Microsoft ad, so that means Apple can get away with it, as usual

Just a guess, but I think the reason people have complained about (some of) Microsoft's ads in the past is that those seemed to have been somewhat less than successful in their goal of getting people interested in the devices (by way of showing their capabilities)...that appears to be less of an issue for Apple nowadays (although they've actually done lots of more feature-oriented ads in the past). If anything, I would suspect that mainly Microsoft *fans* were complaining about Microsoft's ads... so I don't see how the concept of "getting away with" anything even applies here.

Whatever works, I say.

benthebear said,
Let's not pretend that the Neowin community is a pro-Apple pow-wow, or worry about what the imaginary people might say about the ad.
neowin is 90% filled with apple haters, have you seen the forums for the last 4 years?

What I would do, is buy an iphone 5. Melt it, retrieve the gold. Buy more iphone 5 with that gold.
Repeat, and becomes the richest guy on this planet.

TechieXP said,
How so?

creates interest and implies high end feel without giving away the ridiculous crazy price (crazy price like all other flag ship smart phones). Without saying price, more people would inquire.

Spicoli said,
How can you tell? They look like Lumias to me unless you look at the screen.

They have a very, very glossy finish, and the case wraps up to the edge in a manner that the lumias don't.

there is a commercial running for nokia and it shows several people using the gold iphone 5s but it is about the camera for the nokia. kind of funny because a older lady serves a head bud to a guy and knocks him out. the kids freak out...

So many bitched about microsoft's surface ad but this is the same.

They show nothing new other than it's in gold.
Microsoft showed nothing new in the surface ads except the 'click'.

But I bet everywhere I go online all I'm gonna read is how apple has perfect ads and Microsoft needs to learn from them.

That's because there's nothing new to show. It's the rapid progress toward commodity hardware just like desktop and laptop computers. The last time I remember a big desktop marketing blitz was Apple having the old tube iMacs fly around the screen.

Justin Jones said,
But I bet everywhere I go online all I'm gonna read is how apple has perfect ads and Microsoft needs to learn from them.

Except on Neowin, where the roles are often reversed. Bias exist pretty much everywhere, no device is immune, and we just need to relax and move on.

Enron said,
I don't like Apple's use of fingers in their ads. They always have their fingers extended out unnaturally.

That's a pretty specific complaint. I agree that (in this instance at least) it looks somewhat unnatural though.

Well the ad is sex. Very well done showing off its body for those that haven't seen it already, along with a glimpse of the new UI.

Edited by dead.cell, Oct 21 2013, 1:28am :

Well, lol..... When people see this advertisement they will think it looks the same and instead of thinking of the fingerprint reader they will think that it was just pushed to get to the home screen.... There is not much there....lol

ZipZapRap said,
But ads, no they are sex to you!
(ad is awful by the way)

OK, thanks for giving us the undisputable facts, sir.

To me, the ad is clearly trying to play on "sexy". From the song by Goldfrapp to the theme of gold. It looks a lot like a James Bond intro to me, which is also about sexy, often also involving the same color, but the similarities do not end there.