Apple began airing two new iPhone ads last night during the Olympics (what hockey game?), one going after boredom by showing what you can do with your iPhone while you wait, and the other going after the hearts of parents (and grandparents) everywhere. Interestingly, neither featured the "app for that" or "app for almost everything" tag lines Apple has been using since 2008.
"On hold" starts off with the male caller being placed on hold, though he doesn't mind because his iPhone means he can use the internet while he waits. He checks email, uses the Bank of America app [Free - iTunes link] to pay bills, and then the App Store to buy, download, and play Monopoly [$4.99 - iTunes link]
(Also interesting, they show the iPhone on Wi-Fi and not 3G, and don't take any more swipes at Verizon for not being able to handle simultaneous voice and 3G data. Then again, Monopoly is too large to be downloaded over 3G even with the new 20MB limit ;) ) He finishes with "I need my iPhone for, well, everything".
"First Steps" has a new mom use Camara to video record her baby son's first steps, then Messages to MMS the video to everyone. Next, she uses Phone to easily set up a conference call to discuss said first steps. It ends with "we would never have shared all that without the iPhone".