We don’t talk a whole lot about the business applications for smartphones here because they are typically so far detached from the consumer experience it makes no sense to get too deep with such things.
Apple has taken a similar approach to the marketing of its products, and by most measures, it has been successful. The TV and video ads in particular tend to zoom in on one thing drive home that point, and that is what Apple’s latest ad does here.
The strengths being extoled here are familiar, it shows off some of the many different apps that make the iPhone 5s such a powerful tool, but not just for the individual consumer per se. This brings the familiar individual user experience to a level that has applications across a wide spectrum of business as well.
Much of the penetration Apple has been able to make into business has been through executives seeking to bring that simple user experience to their enterprise. While the effort has found some measure of success, Apple knows there is more that needs to be done to be more productive on that front (hence the partnership with IBM). Expect to see more of this as Apple solidifies its partnership with IBM and branches out to get its hooks into business in other ways.