New iPhone Ads

I really don't want to be an Apple fanboy.  I swear.  But the new iPhone ads that came out today are just spectacular. 

John Gruber at Daring Fireball points out something interesting: no other mobile phone is advertised by showing off the user-interface.  That's a big deal.  These are as much tutorials as they are image spots.  And you want one desperately before you even know it's a phone.

The calamari ad is my favorite, of course.

We'll see how these hold up in-market.  The world was salivating over the Apple TV as well and that hasn't quite lived up to expectations.  But still; I can't stop watching the ads.  In HD.  On my iMac.  (What was that about not being an Apple fanboy?)