Apple iPhone “Backpacker”

“Backpacker” is another example of a perfect Apple ad: simple, pleasing, intuitive. A complete story in a jolly little demo, the components are the usual — just a shot of the device itself, a voiceover, music and a finger to access apps and photos. A kid says he planned his whole post-college trip to Spain on his iPhone, “checked out hostels before booking them,” and even downloaded an app that served as a translator and language teacher. “Donde esta el stacion?” we hear from a female voice in the phone. Certainly, the iPhone train has left the station, driven by an unexpected surge in sales lately, and the spots remain as delightful and low key as ever.  –Barbara Lippert