Just a day after debuting a new Game Center commercial for the iPhone 4, Apple has rolled out its fifth ad in the "If You Don't Have an iPhone" series since its debut last week. The new ad, entitled "Retina", focuses on the high-resolution Retina display found in the iPhone 4.

If you don't have an iPhone, you don't have the Retina display, the highest resolution screen on any phone. So movies aren't this dramatic, maps aren't this clear, emails aren't this detailed, and memories aren't this memorable. Yup, if you don't have an iPhone, well, you don't have an iPhone.

The new ad is not the first to highlight the iPhone 4's Retina display, as Apple released a somewhat similar commercial last October.

Top Rated Comments

toddybody Avatar
140 months ago
If you don't have an iPad 3, you don't have the Retina display, the highest resolution screen on any tablet. So movies aren't this dramatic, maps aren't this clear, emails aren't this detailed, and memories aren't this memorable. Yup, if you don't have an iPad 3, well, you don't have an iPad 3.

Damn you APPLE!!!!!!
Score: 1 Votes (Like | Disagree)
kdarling Avatar
140 months ago
I wonder why no one else has come up with a smartphone screen to match the Retina Display's resolution? ...or has it been done and I'm just not aware of it?

No one else has had the bizarre need to exactly double an old resolution to get around the lack of app resolution independence, such as Apple did.

However, the Sharp IS03 Android phone does also have a 960x640 screen (see comparison here (http://www.engadget.com/2010/10/07/sharp-is03-asv-display-vs-iphone-4-ips-display-fight/)).

As for denser, LG designs and makes the iPhone4 screen. Their first high res IPS phone display was in a 2008 LG TV phone called the LU1400. It had 333PPI, more than the later iPhone's 326PPI. This likely helped LG get Apple's business.

As for "retina" (aka "print" ~300PPI at a foot away) quality... back in 2007,
both the Toshiba Portege G900 and Sony Ericsson XPERIA X1 had 311PPI. They were advertised as the first "print quality" phone displays. Which is probably why Apple felt they had to come up with another catch phrase.

The HTC Diamond2, from early 2009, was 298PPI, which is almost 300PPI.
Score: 1 Votes (Like | Disagree)
elppa Avatar
140 months ago
This. The voiceover guy sounds like a smug little douchebag. Apple has got to stop that. The Mac vs. PC ads were bad enough, and overstayed their welcome by many years, and now we have these. Someone at TBWA/Chiat/Day needs to wake up and realize that tone matters.

But the PC Mac ads were a huge success and spawned a number of copycats (//www.youtube.com/watch?v=3KmfXupi9cg&feature=relmfu).
Score: 1 Votes (Like | Disagree)
siurpeeman Avatar
140 months ago
the commercial is kind of meh. while i agree the retina display is amazing and deserving of all its hype, it isn't something that can be demonstrated on someone's television or computer screen. it really is one of those things that has to be seen in person to be wowed.
Score: 1 Votes (Like | Disagree)

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