You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract OK, You're Underwhelmed, but Here's Why iPhone 4S Is a Big Deal for Marketers Six Reasons the New Smartphone Matters By David Berkowitz, Published on October 04, 2011 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.