--- description: Apple's new ad breaks away from the heartwarming spots the company has become known for title: Apple’s Very Different New Ads Throw Shade at Google image: https://static.time.com/v3/assets/bltea6093859af6183b/blt2192d27dc1b5058b/69885a6c0a4a22e3759c5189/gettyimages-477483950.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Advertising](/tag/advertising/) ## Advertising Update your preferences in [Account Settings](/account/preferences/) Close # Apple’s Very Different New Ads Throw Shade at Google by [Victor Luckerson](/author/victor-luckerson/) ## Victor Luckerson Update your preferences in [Account Settings](/account/preferences/) Close Jul 10, 2015 4:39 PM CUT  The Apple logo is displayed at the Apple Store June 17, 2015 on Fifth Avenue in New York City. The Apple logo is displayed at the Apple Store June 17, 2015 on Fifth Avenue in New York City.Eric Thayer—Getty Images by [Victor Luckerson](/author/victor-luckerson/) ## Victor Luckerson Update your preferences in [Account Settings](/account/preferences/) Close Jul 10, 2015 4:39 PM CUT Apple’s commercials have been renowned for decades, but every company misfires once in a while. That may be the case with the tech giant’s latest iPhone campaign, which breaks away from the [heartwarming spots](http://time.com/3153402/apple-ad/ "undefined") the company has become known for. In the new commercial, Apple points out that it designs the “hardware part” and the “software part” of its phones. It’s a clear shot at Android phones, most of which run software designed by Google and hardware from a variety of manufacturers. “If it’s not an iPhone, it’s not an iPhone,” the spot concludes. A second commercial in the same campaign points out that the iPhone comes with something “different.” The difference is that 99% of customers “love their iPhone”—implying that a smaller percentage of Android phone owners are satisfied with their devices. The spots are unusual because Apple usually focuses on the functionality of its own devices, not putting down competitors. But with iPhone sales reaching record highs in recent quarters, the company seems eager to boast a bit. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3953742/apples-ads-google/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3953742/apples-ads-google/"},"headline":"Apple’s Very Different New Ads Throw Shade at Google","datePublished":"2015-07-10T16:39:20.000Z","dateModified":"2026-02-22T09:09:01.681Z","description":"\"If it's not an iPhone...it's not an iPhone\"","url":"https://time.com/3953742/apples-ads-google/","keywords":["Advertising","Apple","Google","commercials","Android","iPhone"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt2192d27dc1b5058b/69885a6c0a4a22e3759c5189/gettyimages-477483950.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Victor Luckerson","jobTitle":null,"url":"https://time.com/author/victor-luckerson/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt2192d27dc1b5058b/69885a6c0a4a22e3759c5189/gettyimages-477483950.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Apple Watch Available at Retail Locations","caption":"Apple Watch Available at Retail Locations","creditText":"Eric Thayer—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/advertising/","name":"Advertising"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3953742/apples-ads-google/","name":"Apple’s Very Different New Ads Throw Shade at Google"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"The evolution of the iPhone","description":"Since Apple released the iPhone in 2007, there have been 8 versions of the now-iconic smartphone. 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