Apple has launched a new advertising campaign for its iPhone, highlighting the reasons people love the smartphone through a "Why iPhone" web page and a promotional email.
As of Saturday, visitors to Apple's US home page have been greeted by an iPhone 5 promotion that reads: "iPhone 5. Loving it is easy. That's why so many people do."
Clicking the image takes you to Apple's iPhone site, and you'll notice the introduction of a new "Why iPhone" tab. The "Why iPhone" page touts a number of reasons iPhone owners say they love their iPhone.
"There's iPhone. Then there's everything else," the website reads. "What makes an iPhone unlike anything else? Maybe it's that it lets you do so many things. Or that it lets you do so many things so easily. Those are two reasons iPhone owners say they love their iPhone. But there are many others as well."
Apple boasts that the iPhone has received eight consecutive J.D.Power and Associates awards for customer satisfaction, and also notes that "every detail" of the iPhone has "been considered."
Among the features of the iPhone highlighted by Apple on the "Why iPhone" page are the device's Retina display, the battery life, the powerful A6 chip, LTE 4G capabilities and dual-band 802.11n WiFi, and the iSight camera, which has become the world's most popular camera according to Flickr.
Apple also points to the iTunes Store, iOS 6 and its features such as Siri and FaceTime, iCloud, and the support that is available from Apple Retail Stores or Apple's helpline.
Alongside the launch of the new webpage, Apple also sent out an email to US customers with the subject line: "How will you love it? Let us count they ways," which had similar content to the "Why iPhone" page on Apple's website.
The "Why iPhone" page has yet to make an appearance on the UK Apple website.
Apple's new iPhone campaign arrived just days after the launch of Samsung's new Galaxy S4, suggesting that the company is on the defensive, and is determined to keep customers on its side.
As noted by MacRumors, the "Why iPhone" page represents a shift in Apple's advertising direction, which has traditionally focused on the features and experience of using the product rather than the people who use it. Samsung, on the other hand, has been scoring points of its "people-based" adverts.
The campaign follows Apple marketing chief Phil Schiller's dig at Android on Twitter earlier this month, which pointed to the significant security issues surrounding Google's operating system. Schiller also criticised Android and Samsung in two separate interviews on the eve of the Galaxy S4 launch.