Next-generation iPhones likely to focus on internal improvements.
Apple's New iPhone TV Ad 'Strength' Focuses on Fitness Accessories and Apps
The ad uses the song "Chicken Fat" by Robert Preston, which was created in 1961 to get schoolchildren to do more daily exercise. It also showcases accessories such as Misfit's Shine activity tracker and apps such as weightlifting trainer Stronglifts, showing how users can use the iPhone 5s to increase their health.
The ad once again ends with the tagline "You're more powerful than you think", which debuted alongside Apple's "Powerful" ad in late April.