Despite the widely rumoured release of the iPhone 6 sometime this autumn, Apple have produced another 60-second commercial in an effort to push sales of the current 5S model.
On August 1st the advert, titled 'Dreams', appeared on Apple's YouTube channel. It depicts different individuals using their 5S to directly assist their work. For example, a jeweller uses the phone's camera as a magnifying glass, a doctor uses it to translate a question from English to Spanish, and a vet holds the device to a horse's side and uses an app to obtain an electrocardiogram (ECG) reading.
Apple released a similar 5S advert, 'Parenthood', just over a month ago on June 29th, which suggests how useful the iPhone can be for parents with young children. Both adverts feature easygoing acoustic songs and end with the slogan "You're more powerful than you think."
Industry analysts expect the iPhone 6 to appear at some point in the coming months, if not certainly before the year is out. One of its most anticipated features is the increase in screen size, as there will be a 5.5-inch option as well as the standard 4.7-inch choice.
At present, the iPhone is behind the Samsung Galaxy in regards to screen size. However, if the rumours are true about the iPhone 6 having a 5.5-inch screen, Apple will gain the upper hand.
Sales of the 5S are still strong, as Apple's most recent quarterly earnings report has made clear. It revealed that 35.2 million iPhone handsets were sold in the third quarter - beating last year's figure by some four million.
Daniel Nolan, managing director at theEword, has said: "Some people may see this new 5S advert as Apple's way of telling us the iPhone 6's release will be delayed, but as the former is still selling very well indeed, there's no reason they should give up on it yet."