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YouTube channel Apple has been inundated with short videos shot by iPhones in recent months, but in the past two weeks there have also been three TV commercials for the iPhone as part of the campaign "If it's not an iPhone, it's not an iPhone".

It focuses on differentiating Apple's phone from other manufacturers, with the main point being that iPhone hardware and software are made by the same company, led by the same people, with the same goals, and that makes using it the best overall experience.

New page on Apple's website, this statement is preceded by the words: "a phone should be more than a collection of its functions." (…) the phone should above all be absolutely simple, beautiful and magical to use". It is also important that this does not only apply to the latest model, but also to iPhones that are several years old. Apple optimizes the latest software for its phones for the longest time of all manufacturers.

The other points are not focused on individual functions, but in general they also relate to this basic statement that the strength of the iPhone lies in the interconnectedness and integrity of its functions, which allow the user not to concern himself with technical details, but simply to use his device. For example, the camera mentions Focus pixels and automatic stabilization, which are concepts that a person who wants to quickly capture an interesting bug in the grass does not need to operate at any level, because their objects work on their own under the surface.

The emphasis is also placed on multimedia communication within the Messages application, the Health application and functions making the iPhone accessible to the disabled. The most space will then be given to functions related to security - Touch ID, Apple Pay and data security in general.

Apple says here that the iPhone and malware are "complete strangers", fingerprint images are stored in the form of encrypted data and are not accessible to third parties, Apple and the user himself. It's also easy for iPhone users to have an overview and control over which app has access to which data.

Of course, the App Store is also mentioned, with over one and a half million apps selected and approved by people with "great taste" and "great ideas".

The page ends with an image of the iPhone 6, an inscription "And therefore, if it's not an iPhone, it's not an iPhone" and three options: "Great, I want one", "So how do I switch?" and "I want to know more". The first of these links to the store, the second to the Android to iOS migration tutorial page, and the third to the iPhone 6 information page.

Source: Apple Lossless Audio CODEC (ALAC),
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