Apple is running a new ad campaign for the latest iteration of the iPhone. The campaign has brief 30-second shots that explain how the iPhone 5 is different from its predecessors, even though at a passing glance, they look more or less the same.

The new ads include “Physics”, “Ears”, “Cheese” and “Thumb”. The ads all play on their namesakes to showcase certain features of the phone, The “Thumb” ad shows how the size of the device’s screen will relate to the size of the average person’s thumb. The “Ears” ad shows Apple’s new EarPods. “Cheese” shows the panorama feature in the camera app. “Physics” talks about the new dimensions of the device – namely, length and width. The ads were launched to coincide with the release of the iPhone 5 over the weekend.

We had recently reported that the iPhone 5 is easier to repair than its older siblings – the iPhone 4 and 4S. The biggest issues with manually repairing an iPhone 5 are Apple’s proprietary screws used to keep the device together, and many intricate parts located near the dock that make fixing individual parts dicey. All things considered, the iPhone 5’s front-to-back construction makes accessing the insides of the device very easy, as the screen is the first thing to come out when disassembling the phone.

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Apple has kicked off the new iPhone 5 ad campaign

Here is a quick look at the highlighted features of the iPhone 5:

  • 4-inch, 326ppi Retina display at 1136 x 640 pixels
  • GPS
  • Bluetooth
  • 8 megapixel camera with 1080p HD recording, 720p front-facing camera
  • 16GB, 32GB and 64GB versions

Made entirely out of aluminium and glass, the iPhone 5 weighs merely 112 grams, is 20 percent lighter than the iPhone 4S, and is the thinnest iPhone yet at 7.6mm thick. Apple has chosen to debut iOS 6 with the iPhone 5 and the new OS includes Apple's own Maps app, an updated version of Siri and lots more. Overall, the new iPhone has been upgraded in almost all respects.

On the software side of things, the iPhone 5 was recently jailbroken by developer Grant Paul, a.k.a., Chpwn. Paul had recently tweeted a screenshot of an iPhone 5 with the Cydia app installed. The Cydia app is its own app store that allows users to buy and download apps. These apps would otherwise not be hosted on Apple's own App Store, as many of the apps require permission to use the root features of the device — permissions which aren't possible to give with a device that hasn't been jailbroken.

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