iPhone 5s gets magazine ad campaign highlighting Touch ID, gold model

Apple has released its first magazine advertisment for the iPhone 5s. The ad, on the back of this week's issue of The New Yorker, features an iPhone 5s in gold, with the photograph of the device focused on the Touch ID sensor. The text of the ad reads:

Your finger is the password.Touch ID was created not only to protect all the important and personal information on your phone, but to be so easy to use, you'll actually use it. Its state-of-the-art technology learns your unique fingerprint, so you can unlock your phone or even authorize purchases with just a simple touch.Touch ID. Only on iPhone 5s.

The ad in The New Yorker is running with T-Mobile US branding alongside Apple's own, and the same ad is running in Entertainment Weekly and Sports Illustrated but with Sprint instead of T-Mobile. This is the first major advertisment for Apple's new flagship phone.

While Apple has been advertising iPhone 5c fairly heavily recently, the iPhone 5s has yet to receive similar treatment.

If you haven't upgraded to iPhone 5s yet, does the ad push you any closer?

Joseph Keller

Joseph Keller is the former Editor in Chief of iMore. An Apple user for almost 20 years, he spends his time learning the ins and outs of iOS and macOS, always finding ways of getting the most out of his iPhone, iPad, Apple Watch, and Mac.