Observed Signal · Feb 5, 2026 · Brand & Market Positioning · Source: Feedspot/RSS · Impact: 2/5 · Sentiment: Positive
Apple Unveils Bold Campaigns for iPhone 17 and Watch
Apple has rolled out new television advertising campaigns for the iPhone 17 (including iPhone 17 Pro and Pro Max) and for the Apple Watch. The iPhone 17 spots emphasize increased scratch resistance from a new "Ceramic Shield 2" — reportedly tripling front‑side scratch resistance and applied to the back for the first time — and promote the device’s A19 Pro chip. One prominent iPhone commercial uses an ultralong-table setting to dramatize device durability and a sliding-phone gag; TBWA\Media Arts Lab (Los Angeles) is likely the creative agency. Separate TV spots promote the Apple Watch fitness features with imaginative, attention-grabbing visuals. The ads are airing on German private broadcasters such as RTL and Pro Sieben.
Major consumer tech brand (Apple) launching national TV ad campaigns that highlight new product features (durability, A19 Pro) — relevant for TV ad inventory, creative agencies and broadcast advertising demand but not a structural industry change.
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Key Takeaways & Evidence Grounding
- Apple launched new TV ad campaigns for the iPhone 17 series and the Apple Watch.
- The iPhone 17 Pro and iPhone 17 Pro Max are described as featuring "Ceramic Shield 2", which Apple says triples front-side scratch resistance and is used on the rear for the first time.
- Apple is also promoting the A19 Pro chip in additional TV spots.
- The main iPhone spot (a slide commercial) appears to have been developed by TBWA\Media Arts Lab and is airing on broadcasters including RTL and Pro Sieben; Apple Watch spots highlight fitness functions.
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