No sooner did we mention Apple's new "reading" themed iPhone ad, then another one caught our attention. Fix highlights Rocket Taxi for finding a cab, Tipulator for figuring out a tip, and MultiLevel for fixing a bookcase (presumably where your reading apps are sitting?)

Again, the ads are careful to show the entire experience from pressing a Home screen icon to launch the app to using the app, to getting answers and results.

"There's an app for that" is clearly the message, and while some might say other platforms also have apps, Apple is showing no one (yet) has as good a user experience in getting, installing, and benefitting from mobile apps.

So the only question is, what theme -- and which apps -- will Apple highlight next?

(No one say "farts!")