Apple's new iPhone 4 commercial focuses on... the battery

Apple is continuing their series of feature-focus iPhone 4 commercials, following up FaceTime and Retina Display with... the lithium polymer battery. Sexy.

It's broken up into work longer (Mail), play longer (a hockey game), laugh longer (Pixar's Monsters Inc. movie), listen longer (iPod), shoot (Camera), edit (iMovie), share (MMS), update (Facebook), download (App Store), read (iBooks), write (SMS), and even FaceTime longer.

They also make a point of saying iPhone 4 is "the world's thinnest smartphone".

Again, with the competition catching up on apps, Apple has switched from "app for that"-based commercials to their current competitive advantage -- killer battery life. Apple has invested heavily in battery technology for everything from the MacBooks to the iPhone and while it doesn't have the visuals that FaceTime or Retina Display do, it's what literally lets them happen.

Still, I wonder if it makes for as compelling a commercial?

(We'll update with Apple's official YouTube video as soon as they post it.)

Rene Ritchie

Editor-in-Chief of iMore, co-host of Iterate, Debug, Review, The TV Show, Vector, ZEN & TECH, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

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There are 48 comments. Add yours.

Mike4391 says:

The battery still sucks!

Jon says:

I'd like to see an Apple commercial that features their horrendous new SMS tones. That, or they could just allow us to make custom SMS tones.

Rene Ritchie says:

Battery life is great. You're just using it more!

tb457 says:

the iphone battery life is what made me choose an iphone over an incredible. my friend with his incredible goes thru 2-3 batteries a day and i only go thru one full charge. we use our phone approx the same amount through out the day too.

Angel says:

The battery life is amazing.!! To say the least.. ! And it charges super quick also.

Rob says:

The battery life sucks? Maybe for a flip phone, but have you ever used any other smartphone?

Tristan says:

I don't think that the iPhone 4 is the thinnest smartphone. Like they say in the commercial.

Robert says:

Battery seems to he the best of the big touch screens. Still no where near the bold 9700.

pk de cville says:

And it's an indirect slam on Flash since Flash on the Androids reduces battery life by 1/3 or so.

sting7k says:

My battery life since 4.1 has not been that great.

striatic says:

i sometimes get carzy insane battery drain on the 4 than i never got on the 3G ..
but it must be the settings .. something .. because other than those crazy insane 70% of battery draining in a couple hours situations the battery life is incredible.
i can read backlogged feeds in byline for an hour and only put a 10% dent in the battery life. superb.

Jerry says:

Awesome. The iPhone battery rocks especially with mophie juice pack

djayme7 says:

battery life my ass on iphone4, but i still love it!

Jon says:

I see they've adjusted the hand position.

brownat89 says:

Yes, the iPhone 4 is the thinnest smartphone in the world. Watch the keynote for the iPhone 4 and that is one thing Steve talks about.
Here's an article.

Andrew Flores says:

@ Tristan and Mattyfresh
Yess the iPhone is the world's thinnest smartphone.
Android: Galaxy S- 9.9mm
Nokia: E55- 9.9mm
RIM: Curve 8900- 13.5mm
Apple: IPhone 4- 9.33mm
Thinnest smartphone... I think so!

Nick says:

They need a good battery because you can't easily replace it. Oh as for Thinnest smartphone title, that belongs to Nokia E55 but then again Nokia is always overlooked :O

Irish says:

Fell out of bed feeling down. This has birhgtened my day!

Nick says:

Disregard, iPhone 4 is thinnest. That post had wrong dimensions >.< continue on :)

Webvex says:

Yes, the battery is amazing. I can get about two days out of mine—twice what I've gotten from any other smartphone, including the 3GS. I think it's wise to advertise that. Many people do care about battery life. It's kind of ironic, though, that when they finally went to a replaceable battery, the need for it is moot.

Webvex says:

The thinness is also great. Of course, if you stick it in something like an Otterbox you lose that.

jtorrebl says:

Battery life on this phone is awesome. Friend has the 4g phone and she can't even use it because she says eat eats up her battery life. What a joke of a phone.

JayRoc#IM says:

Yea battery life is awesome... Spend countless hrs and battery holds up great

foxybanjo says:

Ok, I love my iPhone mostly and am an Apple fan. However, seeing that Apple has made a commercial bragging about its design Achilles heel is like hearing fingernails on a a chalk board. Like every other smartphone I have had if you play around with it all day you have to plug in at night or it'll be near or completely dead by morning. Period.
UNLIKE EVERY OTHER PHONE IN THE WORLD you can't just swap out the battery with your fully charged spare. All other phones I've owned I've had a spare battery and use it when your out on the ski slope, airplane, or any other number of places where you can't just plug in. Yes they make external battery chargers and cases (I own the Mophie case). But these all add bulk to your phone. The far more elegant solution is to have a changeable battery.
So why doesn't Apple do this? Greed and hubris, pure and simple. Not having a replaceable battery is Apples way of saying "Why should we, your gonna buy it anyway."
Steve Jobs, I fart in your general direction.

Crayolaboi says:

Love my ip4 battery. Even better then my 3GS was.

richchestmat#IM says:

It's not the most thin smartphone. The Toshiba TG01 I had was thinner and lighter. Unreliable rubbish too but certainly thinner.

420 iphone app says:

I want one!! I don't mind if it's not the thinnest. I want it as long as gives the best features a smart phone can give ever! :)
- Omni 420 iphone app user

greidel says:

Could this actually be a response to the Windows 7 phone ads? The ones that brag about getting in and getting out quickly? Bragging about how little time you'll want to spend with the phone is not how you sell a billion phones. People like to spend longer with their iPhones becasue the content is there, it looks spectacular, and it's fun to use.
Microsoft's motto may as well be: "Windows 7 Phone - Nothing To See Here."

Ronn says:

I did have better battery life till 4.1 and gamecenter. I don't even use game center and it still drains quicker. But I can go 2 days on one charge. My usage is less but my pages load quicker. I've Been to the end of the world wide web 36 times.

GinoDotCom says:

@foxy banjo
The design of the phone gets serverely compromised with a detachable back for battery swapping. If you carry an external battery that connects to your port @ the bottom, you're good to go.
The days of a cellphone falling onto the floor and having the battery and black fly to the other side of the room are over. I'll take the sexiness of a design in my iPhone4 instead, thanks!

Dood says:

Longer battery life means longer playlists, which means longer parties! WOOOOO take your shirts off everybody! It's a party!

sigmamason says:

Samsung Focus is thinner. The iP4 is a solid phone with good battery life, but they probably should have made the focus on touchscreen smart phones and even then, it has serious challenge from the Torch in terms of battery life...

LzarEus says:

What the hell is a Samsung Focus? I've heard of a Ford Focus. Let me see... iPhone 4...Samsung Focus...hmmm...yeah I'll take the iPhone 4

west3man says:

This has been addressed, but I, too, would prefer a replaceable battery. There are those times when the battery dies, there is no charging option available, and you need your phone. It doesn't matter how rare this is because when it happens, it is all that matters.
A long-lasting battery IS the next best thing, though. Good for you guys.

kingweb says:

How about a REPLACEABLE battery!! Like every other phone in the world!!
A little slot for a microSD card wouldn't hurt either!

OrionAntares#CB says:

I've really seen no real world evidence that Apple's batteries last longer then equal quality competitors.

AjAir says:

I love how they talk about the lithium polymer battery as though it is "revolutionary" and its battery still sucks compared to my expo which for the record has a "revolutionary" lithium polymer battery as did my e71x that I had a year and a half ago, and as for the thinnest claim, great but in my opinion that just makes it harder to grip

rasstar says:

The iphone is not the world thinnest smartphone and the ability of changing batteries trumps slightly longer battery life. When/if my battery runs out I just change it. What does the iphone user do? They have no choice but to plug in to a socket lol

mrosales says:

Lol well the battery should work better since it is working off the 3g network. Once they upgrade to H+ network and if they had flash browsing, plus video chat anywhere it would be a different story.

SCinRI says:

Both my parents have the iphone 4 and the first thing I noticed was how thick it looked. I really question the dimensions on this phone. It seems a lot thicker than the galaxy s.

Mark says:

What is the song in that commercial? It sounds like it used a harp

Terry says:

Apparently the only thing you can not do longer with this phone is make a frikkin phone call!! I can't believe they don't mention TALK LONGER.

Andrew K says:

The Iphone 4 seems about even as my 3GS when were talking about battery.

Ben says:

What is the song in the background?