New iPhone ads: "If you don’t have an iPhone, well, you don’t have an iPhone"

Apple published three new iPhone commercials that introduce an interesting new formula. Old ads used "There’s an app for that" catchphrase, the new commercials take the opposite angle. They start with a simple line "If you don’t have an iPhone," then launch into a quick overview of key iPhone features, with the voiceover explaining the stuff you’re unable to do unless.

In the end we hear the tagline, "Yup, if you don’t have an iPhone, well, you don’t have an iPhone.".

Here's two more - iBooks and iPod+iTunes commercials: