Advert highlights iOS’ ability to integrate into the “smart” home.
Apple is facing more competition in the smartphone market than it ever has. At the beginning of the decade Apple enjoyed a near monopoly in the market. It’s closest competitor, Samsung, had definite second-tier offerings.
Now this isn’t the case. In an era of Xiaomi and ZenFones, Apple no longer enjoys this monopoly. So instead Apple now has to focus on the iPhone’s other features, and in the case of of this latest ad campaign how iOS can integrate into a broader “smart” home with Internet of Things devices.