Apple has released two new iPhone commercials that talk up the design of the iPhone and how much people who have one love it. The two ads also signal the start of a new campaign with the tagline "if it's not an iPhone, it's not an iPhone."

The first ad, titled "Hardware & Software," talks up the merits Apple's control over both the hardware and software in the iPhone. The basic gist is that the iPhone experience trumps that of competing platforms because of the way Apple designs the hardware and software to work as one.

In the second ad, titled "Loved," Apple says that 99% of people who have an iPhone love their iPhone. All of this is set to a background of people having fun on the screens of iPhones.

Both ads finish with the phrase "if it's not an iPhone, it's not an iPhone." If you'd like to check them both out for yourself, we've embedded the ads in the gallery below.