iPhone is Apple's most important and profitable product, it is also the nerve-centre of various expanding ecosystems (i.e. HealthKit, watchOS, CarPlay, AirPlay, HomeKit). The latest series of ads titled 'If it's not an iPhone," celebrate iPhone ownership while possibly shooting missives at some rival devices that have copied aspects of the iPhone's look and feel. The new ads have a slick yet playful vibe, reminiscent of the classic iPod advertisements of years past.
Source: Apple