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

Zach Epstein
October 21st, 2011 at 9:35 AM

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 worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.

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