10 Years of Apple iPhone in 11 Ads

2007: Hello

Model: iPhone

It's an iPhone ad, but not as we know it. Rather than the white background, disembodied hands and voiceover that would become a cliché, we have a montage of movie clips featuring people answering the phone.

2008: Hallway

Model: iPhone 3G

Although Apple had started doing those white background ads by 2008, far more interesting is the teaser for the iPhone 3G, with its story of the iPhone launch being shrouded secrecy showing how big a deal new launches were even in 2008.

2009: Copy & Paste

Model: iPhone 3GS

iPhones have been at the forefront of many new phone features, from video to voice assistance. None, however, were more groundbreaking than a feature so innovative it needed its own ad. That's right; copy. AND PASTE!! What a world we live in.

2010: Meet Her

Model: iPhone 4

Apple introduced its new baby, FaceTime, with a spot featuring a father introducing his new baby to his own father in a spot that lead the way for more emotive tech advertising. Be careful, though; it's a tearjerker, and in 2010 iPhones are really not waterproof.

2011: Assistant

Model: iPhone 4S

Another year, another new iPhone feature. This time, Siri, or as they're known in this introduction ad, Assistant...

2012: Siri and Sam

Model: iPhone 4S

...cut forward 365 days and Siri is hobnobbing with the celebs, including Zooey Deschanel and, in the best of the campaign's ads, Samuel L. Jackson, who briefly appeared in the 2007 Hello spot but who gets a full commercial to himself as he cooks a romantic dinner for Mrs. L. Jackson.

2013: Misunderstood

Model: iPhone 5C

As well as the technological innovations, Apple was also ahead of the curve of piano-driven long, emotional Christmas ads with this 2013 short featuring a kid glued to his phone, but not for usual reasons.

2014: Powerful

Model: iPhone 5S

Although most of us use our iPhones to listen to music, less of us use it to help us make music. Luckily, the characters in Powerful do exactly that, over a song that will be in your head until the end of time, or until they stop making new iPhones. Whatever comes first.

2015: Shot on iPhone 6

Model: iPhone 6

Alongside a Cannes Lions-winning print campaign, Apple also created TV versions of its Shot on iPhone 6 ads featuring footage, you guessed it, shot on iPhone 6. 

2016: Balloons

Model: iPhone 7

If a company aims to regularly innovate, it does occasionally have to create weird side alleyways of features like expressive messaging, which I've never heard of or seen used but is the subject of this cinema-inspired commercial that wouldn't look out of place advertising Sony Bravia.

2017: Appocalypse

Model: iPhone 7

After 10 years of app-solutely stellar sales and millions of app-preciative fans, App-le imagine a world without them in this post-app-ocalyptic short made for the company's WWDC conference.

Click here for one more classic Apple ad, this time for MacBook.