TV ad: https://www.youtube.com/watch?v=7A25Q-vtHcw
The key messages of the campaign is that the new version of the iPhone has improved features and most noticeably a new design. The idea of there being a new and improved camera is emphasised throughout various media advertisements through the uses of the phrase 'Shot on iPhone 6', Apple has skilfully used this on both print advertisements in the public domain such as billboards and posters to promote the image capabilities of the new model in addition too web and tv ads which highlighted the capability for video. In addition to this the large majority of advertising for this product is web and digital based which in turn has connotations of the modern world and technology therefore reinforcing the brands image as being the forefront of technology. Furthermore, the advertisements could be seen to connect to the audiences personally as all the images used for the campaign are mainly shot my amateur photographers and which conveys that anyone can achieve such photos with this brand new model consequently this would result in the viewer being compelled to buy the new phone.
Throughout the campaign there is little use of groups, people, issues and stereotypes this is could be used to enforce the idea that the iPhone is suited to everyone no matter what. Despite this it can be inferred that the iPhone is targeting people aged between 18 - 35 which mainly includes the youth population covering students and young working professionals.
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