Apple releases new iPhone 5s ad “Dreams” showcasing uses in medicine, firefighting and more!

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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.

Apple releases peppy new ‘Alive’ and ‘Together’ TV ad spots for iPad and iPad mini

Apple has released two energetic new commercials for the iPad showing off a few of the 300,000+ apps designed for its tablet lineup.

The first spot, “Alive”, runs through the adjectives “loud”, “deep” and “alive” to highlight interactive apps like GarageBand, TED and iMovie.

The second ad, “Together”, features the adjectives “wild”, “bright” and “together”.

The campaign works to make the point that the iPad is useful for creative and engaging activities, rather than just passive consumption of content. While the original iPad faced early criticism that it was better suited for consumers than creators, the breadth of apps in the App Store, including Apple’s own titles, like iMovie and GarageBand, have served to dispel the myth.

Apple announced in January that it had sold 22.9 million iPads last quarter. Its dominance in the tablet arena has diminished some, however, as competitors have caught up with their own offerings. Industry estimates for the fourth quarter of 2012 suggest that the company has held onto over 40 percent market share.