Every time a new iPhone comes out, the inevitable question of "Yeah, nice one Apple, thanks, thanks a lot, but what's so new about it? I can't tell. I bet there'd be more new stuff if Steve Jobs was still about. So why should I buy it?" arises, which is why they've taken to being very specific with their ads. Letting you know exactly what is new.
Titled 'Dive', the big phone and technology and wireless headphones behemoth is focusing on the 7's water resistance and surround sound speakers this time around.
In the cheery, sun-drenched plea for your money a lithe older gentleman takes to a diving board, while some all-encompassing music (Apple Music subscription sold separately) plays from an artfully damp Piano Black iPhone 7.
You've done it again Apple, you commercially-savvy beasts.