Apple releases first iPhone 5s commercial, Metal Mastered, and it's all about the gold

Apple has debuted their first iPhone 5s commercial, called Metal Mastered, and not surprisingly it focuses on gold. Based on the video originally shown off during the WWDC 2013, it uses Terminator 2-style liquid metal morphing FX to literally pour the gold iPhone out onto the screen. Here's the caption:

Introducing iPhone 5s. Meticulously considered and precision crafted, it's the most refined and forward thinking iPhone yet.

Typically Apple would show off new features like the improved iSight camera, Touch ID, or iOS 7, and indeed they've already made videos for all of those things, just not commercials. Like the iPhone 5c's first commercial, they seem to want to start with materials this time, specifically the new gold metallic finish.

It's far more brand-centric, and almost more fashion-centric. Is this a new direction, or simply an introduction with the rest to follow?

Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.