Apple has begun airing 4 new iPhone 4 commercials and once again, it’s all about FaceTime, and heavy on the emotion and sentimentality. Titled Smile, Meet Her, Big News, and Haircut, each focuses on a moment of shared intimacy, of insecurity and anticipation, of surprise and joy. And they do it in a way that makes the visual integral to he communication.

Again, incredibly smart advertising on Apple’s part, and another step towards mainstreaming video calling and the way they’re doing it…

It’s no longer about their being an app for that. Now it’s about there being a phone — specifically iPhone 4 — for that.

Videos after the break.

[YouTube.com/apple via 9to5Mac]

Apple airs 4 new iPhone 4 ads and they’re all about FaceTime is a story by TiPb. This feed is sponsored by The iPhone Blog Store.

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Apple began airing their first iPhone 4 commercial last night, an extract of the FaceTime feature video they debuted at WWDC 2010. The original iPhone 2G focused on features, the internet in your pocket, music on your phone. After the launch of the App Store, iPhone 3G focused on disparate apps for (this and) that for a while, until later on in the iPhone 3GS cycle they shifted slightly into apps for specific use cases. iPhone 4 brings it back around to the beginning but with less blatant techno-wow and more sentimentality. It isn’t about the cool feature, its about real people — a new father, a graduate and her grandparents, a couple using sign-language — making a real, visible, emotional connections.

Apple’s already sold 1.7 million iPhone 4s. Ads like this might move a few more.

Video after the break.

Apple airs first iPhone 4 commercial – FaceTime is a story by TiPb. This feed is sponsored by The iPhone Blog Store.

TiPb - The #1 iPhone, iPad, and iPod touch Blog