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Advertising is an essential way of creating awareness of a new product in the market and making people want to purchase it and use it in the process. Apple releases flagships adverts for the iPhone 7 come September. The adverts are supposed to showcase the new features that Apple has added to its new product which is supposed to be an upgrade from previous iPhones 6. IPhone 7, however, shares various similarities with its predecessor although it brings about a new trend to the market with consumers who want to stay updated and in touch with current trends will opt for over the iPhone 6. The paper is meant to showcase the innovative features which are on iPhone 7 and not in iPhone 6 and how Apple developed marketing as a critical way of product differentiation in the process. The iPhone 7 was a model around iPhone 6, and they share a lot of similarities. The physical model of iPhone 7 heavily borrows from iPhone 6 designs which make it hard to differentiate the two(Larsen, 2016). The similarities do not end there as the visual, and the battery life of both phones are identical, the iPhone 7, however, has different camera specifications which make it different to anything else in the market as it has 12 megapixels which enable it to take 4k videos. The iPhones 7 and iPhone 7 and seven plus run on the same operating systems which means that users of either iPhone 6 will benefit from a systems upgrade simultaneously. This makes it easy for people to transition from one phone to the next. The best part of iPhone 7 is that user of iPhone 6 will not need to have a hardware upgrade if they want to enjoy the same setting of iPhone 7 for a cheaper cost. This enables the consumer to spend less and spread the popularity of iPhone 7. (Larsen, 2016) The iPhone 7 is however bound to disappoint users who expected a major shift from the iPhone 6 as was the previous trend with iPhones launches. The similarities that they bear with phone 6 will make people who have previously used iPhone 6 be put off and they might opt for buying the new iPhone 7, users who are using previous models such as iPhone 4 and 5 will be the main beneficial of the new iPhone as it is a complete upgrade from the older models of the iPhone series. The elimination of the audio jack is also a major turn off of potential consumers who will want to listen to music while charging their devices. The charging port is playing the part of charging and also as an audio jack. The iPhone 7is meant for people who want to stay I touch with the current trends in the technology market. Apple is a big player when it comes to the handset industry, and it is often leading the trends with innovative products and also advertising models. The company has an intrinsic marketing strategy that is supposed to ensure that the product is promoted to all markets using the essential practices of life that are synonymous with most cultures in the world. It ensures that there is no exclusivity and that every culture feels involved in the process. The advertisements are meant to make sure that the viewer concentrates on the logo and the brand rather than on the product. Apple ads show that the company is always coming up with innovative products which are an upgrade on existing products. It emphasizes the effect that it is going to have on the user and what it can help the user to achieve in the process. Apple has reinforced that its brands are the best in the market over the years ad this series as the best marketing and advertising strategy by letting its previous success to campaign for the new product. The company showcases the upgrades that it has made on the iPhone 7 and also incorporates some of the advertisement that it was using to campaign for its smart watch late last year. Using silhouettes and various components of everyday activities showing the wild and the opera while at the same time it shows that the phone can be used for exercise as it is recording someone in a boxing ring shows that it can be utilized in any aspect of life (Larsen, 2016). The advert also showcases iPhone 7 or a silhouette of the phone being able to operate in the rain showing that it is water resistant and it will not be affected by rain while used. It represents what other smartphone makers have failed to showcase to the world. Rather than trying to prove that it is already trendy and it is the best thing to being associated with, it is showing the viewer that it can be used in various situations and no matter the situation it is not going to disappoint or let the user down. (Larsen, 2016) Relevance becomes an important thing when shooting an advert as it influences the culture that it’s being targeted. Apple chooses not to sue color or any particular race to campaign too but rather to use a silhouette which makes it impossible to say what the only one person in the advert is formed which race. The advert is made of animals, plants, weather features, blossoming plants, and a forest. It starts with the name iPhone 7 which ensures that the viewer is aware of what the advert is all about and it takes the 30 seconds which ends with its logo. The advert is not just an advertisement of iPhone 7 but of other products which are associated with Apple. Apple also relied on its integrated market to retain customers and also attract more consumers boosting its product sales. Apple consistent online presence has helped the company establish a trendy and classy brand which is associated with valuable and impeccable products which make it the more attractive to clients. The adverts can be so illustrative as it is possible to precisely determine that they are focused on the upgrade on the camera setting to 12 megapixels and also its capability to take 4k videos even in low lightings. The use of dark places and yet gets a clear image of what is going on and also video clips is highlighted on its YouTube advertisement clips. The second advert shows an individual on a bicycle and the use of the iPhone to illuminate the path ahead of him without giving a second thought to the rain. The advert showcases that the iPhone 7 can be utilized effectively as a flashlight and it is not affected by the weather even though it is raining(Larsen, 2016). The adverts appeal to the logic of people in using the resources that they have with them to ensure that they gave an easier time. It is also an appeal to be a source of light at night as one can see the path that they are following and avoid hitting people or trenches. Through its adverts, Apple has been able to attract various clients to its consumers and serve their needs. Through its innovative products and marketing strategies, it has been able to remain relevant and keep the users hooked on its products. Marketing’s its brands rather than just the product has helped it to create a market for other products in the process which has increased its sales in the process. References Difference (2016). IPhone 7 vs iPhone 6S: Should you upgrade? Trusted Reviews. Retrieved 25 October 2016, from http://www.trustedreviews.com/opinions/iphone-7-vs-iphone-6s-what-s-the-difference Larsen, L. (2016). 5 Reasons Why You Shouldn’t Upgrade to the iPhone 7. pastemagazine.com. Retrieved 25 October 2016, from https://www.pastemagazine.com/articles/2016/09/5-reasons-why-you-shouldnt-upgrade-to-the-iphone-7.html O'Boyle, B. (2016). Apple iPhone 7 vs iPhone 6S vs iPhone 6: What's the difference? - Pocket-lint. Pocket-lint.com. 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