In perfect Apple style, the first commercial for the newest iPhone is simple, intriguing and meant for the real life user. There is no mention of technical specs and, oddly enough, the main feature advertised in 30 seconds is not mentioned by name.
That's right, you will not hear the word Siri, though you will see the virtual personal assistant in action. Siri is seen complying with 12 requests from mainly young dynamic people, 8 of them being "ladies in distress".
The main advantage advertised is finding businesses, particularly in tough situations. The clip shows how the iPhone 4S' feature gives easy access to clear business listings and maps integration. As a result, small businesses are expected to be more aware of their web presence and business listing management. However, one of Siri's main features is not yet available outside the US.
The commercial also points out Siri's functionality related to web searches and weather forecasts. Setting up reminders, shifting appointments and scheduling wake up alarms are also mentioned, as well as placing calls and sending messages.
The viewers can see the everyday benefits and simplicity of use, whilst not having to understand the complicated technology that made it possible.