Public launch September 17 ahead of iPhone 6 debut.
Apple Launches New Holiday-Themed 'Misunderstood' iPhone 5s Commercial
The song "Have Yourself A Merry Little Christmas" plays in the background as the iPhone 5s is used to capture video of a family engaging in holiday activities like decorating Christmas cookies, participating in a snowball fight, and decorating a Christmas tree. Later in the commercial, the video footage is played back to the family over AirPlay. "Happy Holidays" is displayed at the end of the video.
Apple historically releases a new video during each holiday season and in 2012, the company focused on the iPad and FaceTime. In 2011, the holiday commercial featured Santa using Siri on an iPhone 4s. While those previous videos were more product focused, the newest holiday ad focuses on iPhone users and the way their devices enhance their lives.
Update: A Tweet from Apple marketing chief Phil Schiller highlighting the new ad:
Happy Holidays! "Misunderstood" https://t.co/3A9eb2FN8I— Philip Schiller (@pschiller) December 17, 2013
Update 2: In addition to the commercial, Apple has posted the full holiday video in the ad on its YouTube page. According to the video's description, the "Harris family home movie" was shot entirely on the iPhone 5s.