• 4th Gen iPhone Commercial will be a "Beauty"

    Talk about bringing in the big guns. Apple is pulling out all the stops to hype and promote the 4th generation iPhone. Even the commercials for the new handset will receive an upgrade - an Oscar-winning upgrade, in fact. Apple's new TV ads for the 4th generation iPhone will be directed by Sam Mendes, the Academy Award winning director of "American Beauty."

    The commercials now in pre-production are said to be heavily focused on the 4th gen iPhone's video chat capabilities. With a master filmmaker behind the lens of this ad, it's a safe bet the attributes of the upgraded iPhone will look pretty spectacular - not that the handset needs any more hype than it's already receiving ahead of the likely unveiling at the 2010 WWDC at the Moscone West in San Francisco, California. We learned yesterday that Apple CEO Steve Jobs will kick off the event June 7th with a "must see" keynote address at 10 a.m. PST.

    According to Engadget, the new iPhone, which is being referred to internally at Apple as "Mammoth / N90," will be presented in a commercial showcasing a mom and her daughter sharing a touching moment in conversation via video chat on the iPhone. Get the tissues ready! Apple is likely aiming for a real tear jerker with this one. And it looks as though Sam Mendes will help tell the "story" and bring this magical plot to life

    Although it isn't yet known when the commercials will begin airing, auditions have recently been held to cast the stars of the commercial.
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