"If it's not an iPhone, it's not an iPhone"

Apple's latest ad campaign for the iPhone has a new sassy tagline and highlights two points that longtime Apple fans will appreciate: first, we all love our iPhones very much and second, Apple's control of both the hardware and operating system on its devices makes them capable of doing many things very efficiently.

Using the new tagline "If it's not an iPhone, it's not an iPhone," the two new ads "Loved" and "Hardware and Software" are short, sweet and to the point:

Our take on the news

In just thirty seconds each, the two ads succinctly point out what it is that makes an iPhone work so much better than competing platforms and as a result, that the vast majority of iPhone owners love their phones. It doesn't call out Android or Samsung by name, instead providing positive messages. Well done, Apple.