New iPhone 4 ad focuses on Every great thing about Retina Display


Apple has just posted a new iPhone 4 commercial, this one called "Every" and focused on the 960x640 Retina Display.

Calling it the highest resolution phone screen ever, it shows zooming in on a photo of a child's freckled face, the Pixar(!) movie Up, the calligraphic logo-type of the New York Times, highlighting in iBooks, the official Twitter for iPhone app, CoverFlow in the iPod app, Epic's amazing Unreal engine, and a home video.

It also confirms Apple has gone full circle from focusing on features for the original iPhone 2G, to focusing on apps for iPhone 3G and iPhone 3GS, to once again focusing on features for iPhone 4 like FaceTime and now Retina Display. It makes sense as competition first caught up to (and exceeded) features of previous models and are now beginning to catch up on apps. Reframing around the brief window of feature advantage iPhone 4 enjoys and adding in a big fat helping of emotional resonance will solidify the already iconic Apple brand in customers' minds.

The only question is, as Retina Displays and video calling becomes the norm, what's the next differentiator for Apple? AirPlay?

UPDATE: Mark Gurman over at 9to5Mac checked out the Twitter IDs shown off in the video, and sure enough, the accounts are real. The people on the other hand... we doubt it.

Video after the break.

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+.

More Posts



← Previously

Google Mobile App for iPhone adds Google Goggles support

Next up →

iPad magically solves crimes on NCIS

There are 33 comments. Add yours.

Freiteez says:

Just saw this commercial. Very neat. I was hoping for a white iPhone 4 to be shown haha

Slyfi says:

i love that commercial it made me smile :)

Chris says:

I wish they would go back to the "real world" ads. showing the phone in the real world rather behind Chroma Key and a hand.

Avenged110 says:

@Matthew same here. I enjoyed that.

Khalil says:

0:19 Umm is it just me or did it show a sneak preview of the full Epic Citadel gameplay?

Jt says:

Why does tipb post non-iPhone compatible vids? :S

iDavey says:'s no longer the highest resolution screen anymore...

iDavey says:

Meant to add that.

DoubleDown says:

@jt, I've asked that same question and still haven't gotten a good answer.

Rc says:

Best ever current top androids devices screen quality makes me chuckle

iDavey says:

Sharp just made a phone that has the exact resolution and screen it technically has the "Retina Display" on it.
So Apple now has the title of "First Highest Resolution Display"
But it's now sharing the title of highest resolution.

Menow says:

New York Times logo is not calligraphic

Alfredo says:

anyone knows the background song?

Dan says:

Haha, it amuses me they most non iphone compatible videos, just watched this on a galaxy s in browser :) nevermind eh, heres a couple of points, every freckle doesnt show up when you take a photo with the onboard camera, and the text side by side you barely notice the difference. Apple need to get over themselves and fast their falling fast. Enjoy your iphones all while they are great bits of kit, android is the way forward if you dont wanna be a sheep.. Oh and incase your wondering how I got here, through android central and clicked on the link from there to see just how great their adverts are still.

johaen8 says:

@jt & doubledown What are you guys talking about? The video plays just fine on the iPhone and the iPad.

rob says:

@ Dan
any valid point or intelligent thought you made has been negated by your overwhelming spelling and grammatical errors. no one takes the uneducated seriously.
p.s. now that android is so popular, and possibly more popular than the iphone, i believe the sheep comments are a bit hypocritical.

Chris M says:

The video played fine on my iPhone 4

Fraydog says:

Android has become the new platform of choice for sheep based on Android Central comments. See what I did there Dan?

Rene Ritchie says:

YouTube is iPhone compatible, it plays fine for me, so I'm left to wonder why people ask about it? :p
Seriously though, sometimes it just takes Google’s servers a while to offer up the h.264 version. Try again in a few minutes and it usually works.

Björn says:

@rob & Fraydog,
I agree completely. While the "sheep" comments were somewhat applicable to iPhone users (which is all good & fun), it is certainly more applicable to Android users now - being that everyone is jumping on their bandwagon.

Fraydog says:

I was speaking tongue in cheek, but there does seem to be a pretty uniform line of thinking among the Android fanboys. It wouldn't be ironic if they weren't calling out Apple fanboys for the same GD thing.

J1CA1 says:


Nate says:

WHATS THE SONG?!??!?!?!?!?!?

Aaron says:

The background song is :
Smidi – Be patient (still)
it’s on YouTube.

(9_) says:

iDavey, looks good! where can i buy it?

Modnar says:

@ iDavey
That phone is not for sell yet. Even when it does go on sell it will be Japan only. So the Apple ad correct now and now is when it is running.

Jake says:

Whats the name of the background song.

Aaron says:

The background song is :
Smidi - Be patient (still)
it's on YouTube.

Brandon says:

What is the gaming app they show in the part where it says every battle?

Andrew says:

@brandon : the game is called Epic Citadel. I am downloading now :D