Apple's new iPhone 4 commercial focuses on... the battery

By Rene Ritchie
last updated

Apple is continuing their series of feature-focus iPhone 4 commercials, following up FaceTime and Retina Display with... the lithium polymer battery. Sexy.

It's broken up into work longer (Mail), play longer (a hockey game), laugh longer (Pixar's Monsters Inc. movie), listen longer (iPod), shoot (Camera), edit (iMovie), share (MMS), update (Facebook), download (App Store), read (iBooks), write (SMS), and even FaceTime longer.

They also make a point of saying iPhone 4 is "the world's thinnest smartphone".

Again, with the competition catching up on apps, Apple has switched from "app for that"-based commercials to their current competitive advantage -- killer battery life. Apple has invested heavily in battery technology for everything from the MacBooks to the iPhone and while it doesn't have the visuals that FaceTime or Retina Display do, it's what literally lets them happen.

Still, I wonder if it makes for as compelling a commercial?

(We'll update with Apple's official YouTube video as soon as they post it.)

Rene Ritchie
Rene Ritchie
Contributor

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.