A new television advertisement that continues Apple's "Powerful" series shows how the iPhone 5S can be the partner of parents in raising their children.
The "Parenthood" commercial, which features Life of Dreams by Julie Doiron as its soundtrack, shows parents using the iPhone to teach, play and communicate with their kids.
iOS apps highlighted in the commercial are MyTeeth, a tutor for brushing teeth, DRAWNIMAL, a game for learning the alphabet, and Pet Manager PRO, a pet tracker.
First party apps by Apple are also given a spot, including how FaceTime keeps parents and their children connected even when they are apart over long distances.
An important detail regarding the advertisement is that, it is the first by Apple to showcase "smart home" apps and hardware, along with two health-related products. These inclusions relate to the HomeKit and HealthKit, which will be released in iOS8.
Unveiled at Apple's Worldwide Developer Conference, the HomeKit and HealthKit will be new additions to Apple's mobile operating system. HomeKit will compile all the apps that can be used to operate home-related devices, in effect turning the user's iOS device into a remote control for the home. The HealthKit, on the other hand, will compile all the data gathered by the iOS device through various health-related apps, creating a comprehensive profile of the user's health.
Featured smart home devices in the commercial include the Flower Power by Parrot, a Bluetooth-operated smart plant sensor, the WeMo switch by Belkin, a remote control for lamps, and Smart Baby Monitor by Withings, a home monitor that connects with the Withings WithBaby app.
Featured health devices in the commercial include the Smartphone Thermometer by Kinsa, for taking temperature on the go, and the Nike+ Running app, which a mother uses while jogging with her child's stroller.
Apple's latest commercials are reported to have been created by the company's own in-house advertising team. This move shows Apple moving away from its reliance on advertising agency TBWA's Media Arts Lab, which is the agency that usually creates product advertisements for the iOS.
Latest advertisements by the company have been highlighting the apps and hardware provided by Apple that further magnifies the capabilities of the iOS. Apple's Your Verse mini documentaries show how working professionals from different fields utilize their iPads in their work, with the recent May advertisement featuring Esa-Pekka Salonen, a classical music composer and conductor from Finland, and Chérie King, a travel blogger with a hearing disability. Apple's "Strength" advertisement released earlier in the month highlighted the iPhone 5S as a health and fitness tool, which could help users lose their "chicken fat" through various fitness activities.
