November 1, 2013
Apple has just expanded its magazine ad campaign for the iPhone 5s with a new printed promotional material. Following Apple's magazine ads touting the handset's Touch ID and 64-bit A7 processor, the new ad is decidedly focused, so to speak, on the iPhone 5s' new iSight camera. As noted by MacRumors, the new magazine ad appears on the back of this week's issue of Entertainment Weekly. Like the previous two ads, it showcases the gold iPhone 5s. But dedicated as it is to the new iSight camera, it comes with a blurb that promotes the device's upgraded image-capturing technology:
A better photographer, built in. Instead of teaching people to take better photos, why not teach the camera? The new iSight camera's software makes dozens of smart decisions every time you click—from True Tone flash that analyzes and adapts to your lighting, to burst mode which takes multiple pictures and suggests the best ones. The new iSight camera. Only on iPhone 5s.Indeed, during Apple's iPhone event last September, the iPhone 5s' new iSight camera was one of the main highlights of the keynote presentation. Later in the month, it was used to shoot photos and videos at events tied with the Spring/Summer 2014 runway show of Burberry (whose CEO, Angela Ahrendts, was hired last month by Apple as its retail head). In addition to True Tone flash and burst mode, the iPhone 5s’ iSight camera includes a wider f/2.2. aperture, a larger active sensor area that supports 1.5 micron pixels, and slo-mo video capture.