Apple airs new celebrity iPhone 4S commercial: Marty Scorsese has a busy day

Apple airs new celebrity iPhone 4S commercial: Marty Scorsese has a busy day

Apple has begun airing a new iPhone 4S commercial, again focusing on celebrities using Siri and this time featuring director Marty Scorsese having a busy day. The ad continues the campaign begun with Samuel L Jackson and Zooey Deschenel, and a double dose of John Malkovich and highlights:

  • Showing today's calendar
  • moving appointments
  • Finding friends
  • Checking traffic

With nary a network glitch nor misunderstood word to be found. That Apple is continuing to focus the latest round of iPhone 4S commercials on Siri, a feature still in beta that's experienced more than its fair share of growing pains in interesting. The celebrity aspect may or may not help, but showing viewers how Siri can be used in real-as-in-tv situations probably does increase interest.

For more on Siri and what Apple's virtual personal assistant can do, check out our ultimate guide to Siri.

So what do you think? Does Scorcese, a director, work better than actors like Jackson, Deschenel, and Malcovich? Does this ad do anything for you?

Have something to say about this story? Leave a comment! Need help with something else? Ask in our forums!

Rene Ritchie

EiC of iMore, EP of Mobile Nations, Apple analyst, co-host of Debug, Iterate, Vector, Review, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

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Reader comments

Apple airs new celebrity iPhone 4S commercial: Marty Scorsese has a busy day


They need to focus more on the many thing iOS devices do well, and exceed expectations, rather than the single feature where they have over-promised and under-delivered.

Ouch, That commercial hurts. Too much too fast. Implies a lot of info and interaction in such a short amount of time. Slow down Apple.

I think it's funny that other phone manufacturers focus on different things the phone can do, rather than just parading different celebrities using the same feature over and over again (and said feature doesn't work nearly as well in real life as it does in commercials).

"Where's Rick?"
B-Beep "Here's Rick"

Make Siri as fast as it appears in the commercials and Apple will prove it still possesses (and is surpassing?) that other-worldlyness that we've all come to expect.

If Steve Jobs were alive today, he would be making his people deliver this kind of sci-fi experience. Perhaps he would forbid commercials like this until iPhone could actually star in them with zero editing. Perhaps he would also forbid making less ambitious commercials just to meet that goal.

It *is* possible for Siri to be that fast. Apple just needs someone to make Apple engineers believe it. And to be as insanely uncomprimising as Steve. For example: one step in the right direction would be to move as much of Siri as possible (dictation for a start) on to the iPhone.

I can ask where a good pizza place is and wait 30-45 seconds for an answer. Pretty disappointing that they are trying to sell people on that speed of Siri.