Apple has forgotten how to sell the iPhone

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Apple has new a pair of new ads for the iPhone. I watched them, and realized that even Apple has no idea how to sell the phone anymore — it’s lost the magic of its earlier advertising. Here are the two ad spots: “If it’s not an iPhone, it’s not an iPhone.” Seriously? Apple has forgotten how to tell the story of why its own devices are awesome. Remember those great iPhone 5 advertisements that didn’t tell you anything about the device? These ads were powerful, because they stood out among the noisy, loud competitors on TV and sold the devices…

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