If you're looking at what may have possibly changed with the new iPhone 6s and 6s Plus, you'll be shocked that "the only thing that has changed is everything."
This is the message that the new series of Apple ads is proclaiming after a campaign that veers away from the young and anonymous everyman to some big celebrity endorsements.
Whether it's a more modern image taking and storing device or a more sophisticated Siri conducting a smart conversation (and mild flirting) with her users, the ads are meant to convey greater power and a more human element to a rapidly developing AI.
Some might think it's cool. Others might call it creepy.
Tech Crunch describes the first ad as an anthem to the new iPhone 6s camera. The model is capable of 4k video recording and live photo feature. The ad shows how the 6s radically captures life by taking moving pictures and makes it easier to take pictures, store them and share to the world.
However, fans might miss out on the jump shot that Golden State Warriors point guard Steph Curry makes. He is seen doing the video recording on HD.
9 to 5 Mac also features the second ad with Jamie Foxx getting some help from Siri while putting on his tie. During the short interaction, the iPhone's robotic intelligence remarks on how Foxx's tone of voice may indicate that he is a very attractive man. Foxx replies by saying that he thinks that Siri might have a crush on him. It's a totally weird scene out of AI that some might find interesting.
Meanwhile, the third ad, called "Flip a coin," shows Foxx asking Siri to flip a coin to help him choose which script to get. When Siri announces "tails," Foxx declares: "Sci-Fi Western it is."
Though the short clips are enduring and cute, it also shows how high-tech gadgetry is bound to make it easier for humans to forget how to perform simple actions like flipping a coin.
But in reality, the campaign's main goal is to get users to become more comfortable with handling their iPhone 6s hands-free. The M9 motion coprocessor technology makes it possible for Siri to be on every handheld phones at chatting with its users without quickly emptying the phone's battery.
The iPhones 6s have since sold 13 million in sales since it was released in September.