Apple's Advertising on the Upswing Again With New iPhone5 Spot

Commercial Showcases One Feature -- and No Celebrities

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Apple's new 60-second TV commercial for the iPhone 5 is a return to form, the sort of spot that Steve Jobs would have loved.

The commercial focuses on the iPhone's camera and how it's used to document lives, with users taking pictures with friends, snapping food at restaurants, and recording vacations. It's more touching than recent spots, though it closes with a bold claim, stating: "Every day, more photos are taken with the iPhone than any other camera." (Not any other smartphone, but any other camera.)

The company's advertising, which has long been lauded as some of the best in the industry, has had a more mixed reception recently, thanks to unpopular ads such as the widely-derided Apple Genius campaign that ran in summer 2012 and the celebrity-studded Siri ads from a year ago. More recent commercials have featured loud -- some might say obnoxious -- music and shouting to call attention to the phone's apps.

After a string of spots like those, this spot feels like the Apple we used to know.

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