Following the recent launch of Apple’s new iPhone 5s and iPhone 5c,
the latter has been the focus of all of the company’s TV
advertisements. This was seemingly a good play, since early estimates
from industry watchers suggest that Apple’s iPhone 5s pretty much sells
itself. The company is apparently now ready to put some of its massive
marketing budget to work for the 5s, however, as it recently released
its first television ad for the flagship phone. Dubbed “Metal Mastered,”
the ad simply shows liquid gold slowly being formed into the gold
iPhone 5s housing. In fact, Apple’s first iPhone 5s ad is pretty much the same commercial the company used to introduce the world to the iPhone 5c.
Apple unveiled the new iPhone 5s alongside “the other high-end iPhone,”
the iPhone 5c, during a press conference in mid-September. Both new
iPhones then launched on September 20th and through the first weekend of
availability alone, Apple sold more than 9 million new iPhones.
The iPhone 5s is believed to have made up the lion’s share of that
record-smashing figure and numerous subsequent reports have suggested
that Apple recently slashed production orders for the iPhone 5c with its
manufacturing partners by at least 35%. Meanwhile, Apple has reportedly
increased production of the iPhone 5s by roughly 75%, suggesting the
company’s margins will benefit a great deal from lopsided sales that
heavily favor the more expensive iPhone 5s.
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