Apple debuts “If it’s not an iPhone, it’s not an iPhone” ad campaign with two TV spots

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Apple today uploaded a pair of new ads to YouTube. The first ad, entitled “Hardware & Software,” showcases the fact that Apple is responsible for both major aspects of the iPhone, making for a more seamless and stable experience. The obvious goal here is to advertise the fact that with an Android device, you get hardware made by a manufacturer and software made by Google.

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The second ad is entitled “Loved” and seemingly showcases how happy iPhone users are. Apple touts in the video that 99 percent of people who own an iPhone love it.

Both of today’s new advertisements end with the slogan, “If it’s not an iPhone, it’s not an iPhone.” The videos can be seen below. Apple’s other recent major iPhone ad campaign, Shot on iPhone 6, heavily showcased the camera found on the device and didn’t show the actual phone in the advertisements, but rather only footage shot with the phone. Apple also recently aired iPhone ads with Jimmy Fallon and Justin Timberlake.

Today’s new ads are also similar to Apple’s iPhone 4 ads, which used the tagline, “If you don’t have an iPhone, you don’t have an iPhone.

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  1. Lame slogan. Sounds just as tacky as Samsungs latest ads.

    “It’s that simple….6 is greater than 6”

    • rnc - 8 years ago

      No, it’s not lame.

      Lame will be:

      “If it’s not an iPhone, it sucks”
      “If it’s not an iPhone, you are an idiot”
      “If it’s not an iPhone, you will die”

      Like Samsung ads.

      It says the only thing that you can’t argue with “it’s not an iPhone”.

      It is, or it isn’t.

      • philm6 - 8 years ago

        “If it’s not an iPhone, you will die” just made my day :))) Hilarious!

  2. marcuscnelson - 8 years ago

    Wait… isn’t this just a ripoff of Apple’s 2011 iPhone 4 ads, which ended with the tagline, “If you don’t have an iPhone, well, you don’t have an iPhone”? It even sounds like the same narrator!

  3. rogifan - 8 years ago

    Sorry not feeling either of these ads. Shot on iPhone is so much better.

    • bellevueboy - 8 years ago

      100% agree.
      Wait of the Samsung comeback still, “if it’s not an iPhone it’s a Samsung “

  4. Perfect timing. Android users are trickling back to iPhone. Time to open the spigot.

  5. surfingarbo - 8 years ago

    Yep. If you didn’t read this on, then you didn’t read this on

  6. taoprophet420 - 8 years ago

    I like “loved”, but “hardware software” is borish. I think Apple is building early momentum for the move to iOS app. Seems Ike Apple would waited closer to fall and the release of iOS 9 to release this campaign.

  7. J.latham - 8 years ago

    Part of me wishes Apple stopped doing tv ads and just did billboards, print, busses, trains, etc. Keep everything built around consumer experience and word of mourse

  8. mytawalbeh - 8 years ago

    I liked them both, it’s a great thing that they just talk about iPhone nothing else matters.
    It is a privilege to have an iPhone.

  9. tosportwithlove - 8 years ago

    I liked “Loved” a lot. I think its hard to pull off a commercial with people having fun and not have it feel forced. This was well done.

  10. The second ad, one of the most underrated truths about Apple as a whole. Software + hardware design = unbeatable.

    • liquidwolverine1 - 8 years ago

      I agree….but they should have shown a glimpse of the chips inside…then zoomed out to the exterior…some people still won’t get it. “Hardware, but their chips are still made by Samsung”….

      • James (@japple8686) - 8 years ago

        the difference is Samsung puts them together, they don’t make them, they are designed by apple. its not Samsung technology.

      • bellevueboy - 8 years ago

        Yeah start with the A8 chip and zoom out. Would love it.

      • rnc - 8 years ago

        In fact, the iPhone 6 has ZERO parts made by Samsung.

        iFixIt Teardown

      • rnc - 8 years ago

        And they didn’t say “manufactured”, because who cares about that?

        They say designed!

        Samsung doesn’t design even their chips.

  11. florinnica - 8 years ago

    I really wonder how well these ads will perform. IMO (which is not worth anything) the ads are very weak compared with pretty much any of their ads before. Also, I dislike bragging… But that is just me.

  12. swisslu - 8 years ago

    I really hate that sort of add. Does Apple it really needs to make such advertising? This makes Apple unlikable

  13. I was at a birthday party and my wife’s grandmother asked for help with her iPhone. I looked at it and said, this isn’t an iPhone. “Sure it is,” she told me, “it’s just like yours. I can’t figure out the dang thing.”

    I had to tell her it is a smartphone but not an iPhone. I can TRY and help but I might not get it. and I didn’t, I couldn’t figure out the issue. She has quite a few gadgets and tablets and stuff over the years and has liked 1-2 things on each but hates them overall. She’s on a more fixed budget and as such gets the cheaper stuff but I think she doesn’t like them.

    and so…if it’s not an iPhone. It’s not an iPhone rings a bell to me

    • James (@japple8686) - 8 years ago

      ive had plenty of people tell me they dont have android they have the galaxy

      • haha, that’s funny too. well, i suppose that could be somewhat correct, scratch that never mind, the opposite could be said but i think Galaxy phones run Android.

    • iphonery - 8 years ago

      I had a similar situation with a co-worker’s phone. She went from an HTC Android phone to a Samsung Android phone and was having issues setting up her email. I couldn’t believe how difficult it was. Literally 3 different ways to setup email.

  14. Mark - 8 years ago

    I like it.

  15. john phillip (@john4043) - 8 years ago

    Apple has forgotten how to sell the iPhone

    • rnc - 8 years ago

      Except that they are selling more than ever, while the rest of the high end market is completely dead.

  16. Tim LeVier - 8 years ago

    It’s fine as a slogan, but it’s not particularly compelling or creative. I feel like it’s been used before in other industries such as cars or breakfast cereals. I think it could have been more elegant and simple if they had gone with:

    “That’s an iPhone.”

    Regardless, knowing Samsung’s penchant for snark in their advertising, both will or would be turned on Apple.

    ::Galaxy User next to an iPhone user and the iPhone is spinning or doesn’t do the new whiz-bang thing the latest Galaxy does and the iPhone user complains and the Galaxy user just quips: “That’s an iPhone.”

    Or the iPhone user admires something about the Galaxy phone and the Galaxy user quips: “It’s definitely NOT an iPhone.”

    So… I guess I’m not a fan of this “status symbol” type of appeal to the ego. Most people like their iPhones because they just work and work seemlessly. We’ve got our complaints for some of the restrictions Apple puts on the ecosystem, but overall, the phone does exactly what anyone wants and does it well.

  17. flaviosuave - 8 years ago

    If it’s not a tautology, it’s not a tautology.

  18. fattym77 - 8 years ago

    I think they are essentially saying “Samsung can try to copy us as much as they want, but if it’s not an iPhone, it’s not the same”. Especially since the Galaxy S6 looks just like an iPhone. Just my 2 cents.

  19. John Long - 8 years ago

    “If it’s not an iPhone, it’s not an iPhone.” is almost as brain dead as 6 is greater than 1!!!!

  20. Mutlu Can Yılmaz - 8 years ago

    Can we find this music somewhere?


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Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac.

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