Apple 2.0

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New Apple TV ad series: Every day, more people ...

May 24, 2013: 5:58 AM ET

First, take photos. Second, enjoy their music. What's next?

FORTUNE -- With the release Thursday night of the second "Every Day" spot for the iPhone, it's now clear where Apple's (AAPL) new series of TV ads is headed.

With Samsung nipping at its heels in the U.S. -- and leaving it in the dust in overseas markets -- Apple is capitalizing on studies that show that despite diminishing market share, more people use iPhones to do the myriad  things a well-designed, user-friendly smartphone with good bandwidth, decent battery life, a curated app store and a well-stocked media library can do.

The first two tag lines:

What's next? More people surf the Web? Read e-mail? Check-in on Facebook? Text friends? Send Tweets? Look for rain? Read the news? Watch porn?

Probably not that last one. And probably not make phone calls.

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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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