Apple has begun airing 4 new iPhone 4 commercials and once again, it's all about FaceTime, and heavy on the emotion and sentimentality. Titled Smile, Meet Her, Big News, and Haircut, each focuses on a moment of shared intimacy, of insecurity and anticipation, of surprise and joy. And they do it in a way that makes the visual integral to he communication.
Again, incredibly smart advertising on Apple's part, and another step towards mainstreaming video calling and the way they're doing it...
It's no longer about their being an app for that. Now it's about there being a phone -- specifically iPhone 4 -- for that.
Videos after the break.