Apple 2.0

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Apple's new subliminal TV ads

February 18, 2013: 4:52 AM ET

Samsung has been teasing Apple on TV. The latest iPad ads don't rise to the bait.

"Together." Click to view ad.

FORTUNE -- Samsung has been having some fun at Apple's (AAPL) expense lately, mocking iPhone line-sitters and hiring Hollywood celebrities to crack wise about trademark lawsuits.

Did Apple rise to the bait?

It did not. At least not in its first post-Superbowl iPad commercials, "Together" (above) and "Alive" (below).

Apple seems to be sticking its knitting, planting a few subliminal messages (spark, go, morning, hello, watch, rock, roam, leap, soar, top, flick, fresh, deep, surprise, wild), but mostly just showing what its products can do.

"Alive."

Thanks to 9to5Mac's Mark Gurman for spotting the ads.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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