Already seen Dark Knight like 5 times and itching for some new content to fill your Saturday night? Well, if you're into short form, Apple has your fix of three all new, all App Store-focused new iPhone ads.

Featuring Lonely Planet phrases, the Cro-Mag rally game, and the location aware Vicinity app, the ads highlight how quickly and elegantly App Store downloads and installs work (insert your own crash joke here), and how the Phone App is still king -- interrupting your conversation, gaming, and sightseeing whenever a call comes in.

Continuing to showcase function -- almost the polar opposite of the Mac "Switcher" ads -- these make for a pretty smart next step in iPhone marketing, especially when it comes to the new tag line:

This changes everything.