Finally, Apple Makes A Good TV Ad Again

Apple has a new television spot out for the iPhone, which wouldn't merit more than a passing note but for one thing: It's the first good ad we've seen in awhile from the company.

Lately, Apple's TV ads have ranged from ordinary to awful. Meanwhile, rivals Google and Samsung have put out funnier, even heartwarming ads of the kind that used to be Apple's stock in trade.

This latest ad for the iPhone returns to Apple's successful groove. With no voiceover until the very end, the one-minute ad shows people taking quick photos of images as they're skateboarding, walking barefoot in the rain, watching their daughter's gymnastics performance, and more.

No, it doesn't break any new ground, so maybe it loses a couple of points for lack of innovation. But so what? Unlike so many other Apple ads lately, this one not only provides a sharply defined, elegant message--your iPhone is the camera for your life--but also reinforces the positive brand image of the company.

It's about time.

Related on Forbes:

What's Wrong With Apple's TV Ads Lately?

Viewers Give Apple's 'Genius' Ads A 'D' For Dumb

Another Funny Samsung Ad Ridicules Apple iPhone Fans