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‘Say hello to the most amazing iPhone yet’ [video]

Apple’s first television advertisement for the iPhone 4S began airing on Thursday and it bills the new smartphone as Apple’s most amazing iPhone yet. Titled simply “Assistant,” the ad places Apple’s new virtual personal assistant Siri front and center as it rapidly passes through a montage of iPhone 4S owners calling on Siri for help. One man asks Siri how to tie a bow tie, while a concerned woman asks for the fastest route to Hartford Hospital. A businessman asks Siri to reschedule his meeting and a young girl asks what a weasel looks like. The commercial runs through a dozen scenarios where Siri comes in handy, wrapping things up with a woman who locked herself out of her home. The woman simply states, “I’m locked out,” and Siri quickly uses her GPS location and a web search to replies with “I found 3 locksmiths fairly close to you.” Siri is the gift that keeps on giving, of course, and this is the first of many ads we’ll see touting the iPhone 4S’ most compelling new feature. A video of Apple’s Assistant spot follows below.

Zach Epstein

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.