Gold iPhone 5s side and back

Since announcing a pair of new iPhones on September 10, Apple has not aired a single television commercial or published a newspaper ad to promote the flagship iPhone 5s.

Instead, all of Apple’s advertising activities to date have centered around the colorful iPhone 5c, ostensibly because the company is having lots of issues fulfilling iPhone 5s demand.

But as Tim Cook & Co. expand the new iPhones into new markets – an additional 50+ countries will get the handsets by November 1 in addition to eleven launch countries – the first print ad for the iPhone 5s has just been spotted in The New Yorker magazine. It looks nice and I’ve included it for your viewing pleasure right after the jump…

Here it is (via MacRumors).

iPhone 5s ad in The New Yorker

Looks attractive, no?

The copy reads:

Touch ID was created not only to protect all the important and personal information on your phone, but to be so easy to use, you’ll actually use it.

Its state-of-the-art technology learns your unique fingerprint, so you can unlock your phone or even authorize purchases with just a simple touch.

Touch ID. Only on iPhone 5s.

To be perfectly honest, the T-Mobile logo in bottom right indicates this is a carrier ad.

But as all iPhone advertising must adhere to Apple’s guidelines, this clearly marks the beginning of the official iPhone 5s ad campaign.

It was published on the back cover of the October 21 issue of The New Yorker mag.

iPhone 5s ad in The New Yorker (spread)
Photo courtesy of Sam Radford.

I’m liking how it focuses on one headline feature: the sophisticated Touch ID sensor.

I’ve always considered Apple the world’s greatest marketing machine and this serves to exemplify how Apple’s advertising seemingly manages to explain technical features in Layman’s terms while creating a strong emotional bond.

Recently, the iPhone 5s shipping estimate on the online Apple Store has been updated to 2-3 weeks for all models, signaling that Apple’s manufacturing partners are starting to catch up to iPhone 5s demand.

Did you like this ad?

  • Jonathan

    • Guest

      yes 😀

    • Σαλαη αββας

      Am I the only one who is waitting for an iPhone 5s giveaway in IDB

      • Kartik Dhawan


    • Carl Chirs

      my Aunty Reagan recently got an awesome twelve month old BMW X5 M SUV by working parttime off of a laptop. Look At This W­­­W­­­W.M­­­A­­­X­­4­­­7.ℭ­­O­­M

  • ThePirateKid

    Think about it properly. Your fingerprint is actually your username not your password. It identifies who you are while protecting your device as a unique identifier, so its worse off using it as all your data is biologically linked to you.

    • iPT MSTR

      its both if u think about it

  • Smh

    Strong emotional bond…. lol what a fanboy. That’s really too much.

  • Z∆K

    I never used to use a passcode lock on previous iPhones but since I have had my 5s I actually use the fingerprint scanner.

    • illK†Δ

      At my old high school people who didn’t have passwords on their iDevice would notice opened apps if they got their phone taken up. Had one of my jailbroken iPods purposely taken up by a teacher. Had the tweak that takes a pic w/ front camera if password is wrong. Lol found out 3 different teachers tried to get into my ipod

  • bigtalk

    can i turn that feature off? and why did they get rid of the little square icon in the hoe button..

    • Apanizo2

      Yea you can turn a hoe on and off. And maybe she didn’t feel like wearing the square anymore. Hoes can be complicated !

      • Julian Gigola


    • Glorin

      put your imagination to work… and yes you can turn it off, if it annoys you

    • Matthew Cooper

      I like it without the square. It’s cleaner looking. The bezel really makes the button stand out

    • ɑղժɾҽա

      Yes, you can disable the fingerprint scanner feature, but then I find it as a waste of a cool feature.

    • 4p0c4lyps3

      New ‘squareless’ home button is awesome imo. Seems a tad smaller also. Touch ID is simply amazing, no shyt.

  • rikomenzies

    I’ll show you a finger, Trebek.