Yes, the iPhone is a thing of beauty. But what strikes me about this Apple commercial (also, yes, a thing of beauty) is its depiction of the iPhone as a tool of continuous partial attention. Watch a movie clip, think calamari, search a map for seafood restaurants, call the closest one. Really just a chic variation on Homer Simpson's "Mmm, donuts."
What about the movie?
You can see all three commercials via the link:
iPhone commercials (Apple)