New Apple TV Spot Focuses on iPhone Dominance

In the last year, Apple has faced increasingly direct critiques from Wall Street analysts and technology industry pundits over its lack of new innovations. But in the company's latest commercial, the focus is on Apple's market dominance rather any new innovations that might be in the works, an approach that appears to be a subtle, yet direct response to its critics.

Unlike commercials from competing tech brands, the TV spot completely does away with any talk of hardware or software features, opting instead to show the company's flagship product, the iPhone, being used as a part of everyday life. Specifically, the spot focuses on the photo-taking capabilities of the iPhone, and shows users shooting photos, cropping gallery images, and using the iPhone 5's new panorama feature.

There are stunning scenes of the iPhone being used in U.S. and Japan, as well as a number of well-framed personal photo-taking moments; the film itself is a remarkably well-shot presentation that puts the smartphone in its best light. The commercial features only one piece of dialogue, spoken toward the end: "Every day, more photos are taken with the iPhone than any other camera."

That simple statement is at once designed to assure the viewer of the device's reliability and remind its competitors and critics alike that the iPhone is still on top, at least in terms of cultural mindshare. In fact, a recent report from comScore found that Apple ranked as the top phone maker with 38.9 percent share of U.S. smartphone subscribers, despite the rise of competing Android handsets.

Of course this new commercial is unlikely to quiet the call for something new from Apple. The demand that Apple perform another market miracle like the iPhone and the iPad has grown so loud in recent months that CEO Tim Cook even addressed the issue during the company's first quarter earnings call earlier this week. Breaking with the company's usual style of keeping even the hint of something new under wraps, Cook revealed that the company is working on "amazing new hardware, software, and services that we can't wait to introduce this fall and throughout 2014."

So, whether the device is the rumored iWatch, the much talked about Apple television, or something we haven't even imagined, the first post-Steve Jobs era Apple innovation will undoubtedly be used to measure the company's fortunes moving forward as companies like Google and Samsung continue to gain ground in the innovation race.