Apple Inc. advertising
Apple released the first advertisement for the iPhone in February 2007 during the national broadcast of the Academy Awards. The 30-second commercial featured cuts of famous figures answering their telephones, all saying “Hello”. As it progressed, the ad showed more recent versions of the telephone; it ended with a preview of the first generation iPhone to draw a connection between the iPhone and the newest technology available. To accompany the initial sneak peek at their latest product, Apple released several new ads for the iPhone through “television, web-based, and print ads designed to show off the disappearing and reappearing touch keypad”. Other features included in those advertisements were email, camera, and general touchscreen capabilities.
IPhoneography
iPhoneography gained popularity with the constant improvement through generations of iPhone cameras. The first generation of iPhone was only equipped with a fixed-focus camera with no optical zoom or flash. As it evolved into the iPhone 3GS, the camera became more intelligent with autofocus, auto white balance and auto macro. The iPhone 4 was the first iPhone that could natively do high dynamic photography. The iPhone 4S and iPhone 5 were released with a panorama function available in the built-in camera app. The iPhone 6 and 6S further improved on functionality and performance, allowing more sophisticated manipulation and higher picture quality.