Apple's Latest Ads Take a Different Approach

Apple's latest iPhone ad focuses on the iPhone 6's camera.

The company's TV ad is a part of its "If it's not an iPhone, it's not an iPhone" marketing series. Images of photos and videos flash on screens arranged in a variety of positions, all set to a catchy track by Giraffage called "Be With You." Apple has also launched a dedicated website to accompany the new ads.

Camera-focused ads have been a recent trend for Apple. The company's "Shot on an iPhone 6" campaign, which takes user-shot photos and turns them into advertisements, won a prestigious Grand Prix at the Cannes Lions 2015 advertising festival in June.

Apple's camera has been touted as a leader in its field, with a study by camera ratings site DxOMark showing iPhone 6's camera comes out as the highest-rated among its peers. However, competitors are taking aim — Motorola, for instance, recently boasted about its "best-in-class" camera in its upcoming Moto X Style.

See the Photos Apple Featured in Its iPhone Ad Campaign

BART Train Toward San Francisco
BART Train toward San FranciscoKlodjana Dervishi
BART Train Toward San Francisco
Kototoi Bridge, Tokyo
Inle Lake, Shan State of Myanmar
Chinese University of Hong Kong
Takachiho Gorge, Kyushi, Japan
Joffre Lakes, British Columbia, Canada
San Leandro, CA
Rochester, New York
Downtown Dubai, Burj Khalifa
In the Norrebro suburb of Copenhagen, Denmark
Santa Monica PCH Beach
Taft Point in Yosemite National Park
Hugh Boyd Soccer Field in Richmond, British Columbia (No additional info provided)
Wah Tai House, Wah Fu Estate, Hong Kong
Garin Dry Creek Regional Park near Union City, CA
BART Train toward San Francisco
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