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For Apple, the iPhone Remains King

NEW YORK (TheStreet) On the day of Apple (AAPL - Get Report) earnings, Apple is still trying to sell you iPhones, and it's doing so in a new, creative way.

Apple unveiled a new iPhone ad today, with a cover of the Pixies' Gigantic, which was a hit song in the 1980's.

This is different than Apple's more recent iPhone ads, which have been aimed at showing what the iPhone could do in certain situations. This ad still has that, as it shows off the heart rate monitoring, helping tune instruments, or helping a kid (dressed as a dinosaur) use his imagination to the fullest. It reminds me of the old iPod commercials, which were the essence of cool, and that's something Apple's recent ads have lacked, that essence of cool.

This one has it, and not a moment too soon for Apple.

--Written by Chris Ciaccia in New York

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