Apple releases a series of iPhones and other Apple products almost every year and, with every new product comes a new feature. In their latest commercial for the new iPhone 12, they revealed improvements to their camera, the speed of the phone, the phone’s durability, and their new MagSafe technology. Each of these were demonstrated by real-life people, who use the phone under multiple circumstances and locations in their everyday life. In every instance, the text described the features as they were being used. A feature like the new 5G connectivity was demonstrated through the rapid downloads of music, shows, pictures, and even fast internet when playing games. They had shown people listening to music, watching tv, playing games, and more. Not only are these features released, but they came out with two iphone 12s; the 12 and the 12 mini. They have a variety which they even show in a great part of this advertisement, where they had rapidly shown a flood of people in tune with the phones where there was a variety of different people and of all ages. This showed that anyone could enjoy these phones and all they have to offer.
In this ad, they are able to appeal to reason because they are able to show the performance of the phone as described. This can cause many people to appeal to these new features as they show reliability as demonstrated and even how this new phone has evidently improved. This whole ad demonstrated what people could expect from a smartphone, even an iPhone. Having fast and reliable internet, top tier display and camera and the different ways their new MagSafe technology can be used. They even have different modules of the phone. Overall, advertising using rhetoric to bring in customers is the ultimate marketing strategy to appeal to people and what they want rather than need, like a new iphone every year.