Can you believe that Apple has just released its 93rd iPhone ad? That’s a lot, considering that the iPhone has only been around for five years. A lot of the focus of the iPhone 4S’s advertising was on Siri, making this new iteration of ads a refreshing return to basics.

Apple’s last round of ads focused heavily on celebrity endorsement. We had Zooey Deschanel looking out the window at rain and asking Siri if it was raining. Samuel L. Jackson used Siri to prepare a recipe. And as the ultimate endorsement, Apple somehow managed to get Martin Scorsese to bark orders at Siri in a New York taxicab.

This time around it’s the voice of Jeff Daniels doing all the talking – the star of Aaron Sorkin’s new HBO show The Newsroom (by the way, if you haven’t watched The Newsroom yet, get on it – the show is absolutely great). The style of the ads has gone back to basics, simply showing off the product as you would normally use it.

The four ads focus on its thinner design (“Physics”), the design of the screen (“Thumb”), panoramic photo-taking ability (“Cheese”), and on the new EarPods (“Ears”). I couldn’t help but notice they’re not touting the new maps app as a selling point.

Here are the other three ads:

“Physics”:

https://www.youtube.com/watch?v=V4IRsCjMqdI

“Cheese”:

https://www.youtube.com/watch?v=Xtm4ySJQPOc

“Ears”:

https://www.youtube.com/watch?v=9-FmipwLsHc

[Source: YouTube via Adweek]