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July 13, 2024

Battery Life Is Main Focus of New iPhone 15 Plus Ad Campaign

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Dec 25, 2023

Apple has released a new ad campaign focusing on the impressive battery life of its latest iPhone model, the iPhone 15 Plus. The ads emphasize how the phone’s extended battery allows users to stay connected with loved ones for longer periods without needing to charge.

Longest Battery Life of Any iPhone

The key message of the “Miss You” ad is that the iPhone 15 Plus has the longest battery life ever in an iPhone, up to 26 hours of video playback. Apple is leveraging the phone’s marathon battery to promote its ability to keep people connected. As one Apple Insider forum member put it:

This ad seems to promote Connectivity over other rumored benefits like the new camera. Not sure if that’s the main takeaway by people considering the 15 Plus? But seems like a reasonable marketing angle.

The iPhone 15 Plus does indeed have the longest battery life of any iPhone to date, thanks to its larger size and efficiency gains from the A16 chip. AnandTech’s battery life test shows the gains:

iPhone Model Battery Life (hours)
iPhone 14 Plus 13.5
iPhone 15 Plus 20

With a full 20 hours in a controlled battery rundown test, the iPhone 15 Plus sees over 45% better longevity. For real world usage, Apple promises up to 26 hours of video playback, a 6 hour bump from the iPhone 14 Plus.

This can make a meaningful difference for users wanting their phone to last all day without charging, as TechRadar notes in saying the iPhone 15 Pro Max is:

A phone you can use constantly all day and not worry about it dying on you when you need it most.

Emphasis on Connecting with Loved Ones

The focus on using the battery life for connecting with loved ones is central in the new ads. As 9to5Mac writes:

The new iPhone 15 Plus ad says the device’s long battery life helps you video call “the people you miss most.” Apple is marketing the iPhone 15 Plus battery life as a way to “stay connected” throughout your day.

This is a continuation of Apple’s “Diwali – The Festival of Lights” ad campaign for India that also emphasized using iPhone battery life specifically for staying in video calls with relatives.

The iPhone 15 Plus seems especially well suited for this usage, as The Deccan Herald highlights in its review:

If you do a lot of video calling or binge-watch movies/web series on the phone, then the big screen iPhone 15 Plus serves the purpose well. Even a full charge gives enough juice that lasts really long even with moderate to intense usage.

So while professional photographers may opt for the iPhone 15 Pro Max, the Plus model is arguably better optimized for casual users who want extended battery life for calls, videos, and entertainment.

What Experts Are Saying

Early reviews on the whole praise the iPhone 15 Plus battery life, even if its overall upgrades are more minor. BGR says it still sets “the standard other phones desperately try to match,” while Finder calls it “the best battery life you’ll get in an iPhone.”

Long-time iPhone user and TechGuide founder Stephen Fenech tries the new Plus model and concludes:

If you want an iPhone with the best battery life without paying for the top model, the iPhone 15 Plus is the smartphone to get. You won’t regret having longer battery life.

The Tom’s Guide overview agrees it’s the right pick for battery maximization:

The iPhone 14 Plus already offered better longevity than the iPhone 14. But the iPhone 15 Plus builds on that with nearly 20 hours of battery life. […] So if endurance is important to you, the iPhone 15 Plus is worth considering.

There’s a clear consensus forming around the iPhone 15 Plus having excellent – albeit not radically improved – battery life compared to earlier Plus models. For people still holding onto older iPhones, it’s a significant jump.

What About the Rest of the iPhone 15 Lineup?

The entire iPhone 15 lineup actually gets improved battery efficiency from the new A16 Bionic chip. Specifically for longevity, Apple quotes these video playback times:

iPhone 15 Model Video Playback Battery Life
iPhone 15 23 hours
iPhone 15 Plus 26 hours
iPhone 15 Pro 23 hours
iPhone 15 Pro Max 29 hours

So while the iPhone 15 Plus sees the biggest highlighted improvement over its predecessor, the Pro Max continues to lead overall with 29 hours expected thanks to its larger size and battery.

Still, Apple Insider testing finds even the base iPhone 15 a meaningful bump over the already great iPhone 14 battery:

We put Apple’s battery life claims to the test and found nearly identical longevity between the iPhone 15 and iPhone 14 Plus. Both delivered outstanding results.

So if extreme longevity isn’t your top priority, even the cheaper iPhone 15 delivers gains. But the Plus emphasizes that battery focus in its marketing and carries the longest runtimes outside the oversized Pro Max.

What Does This Mean for the Future?

Battery life continues to be an area Apple – and all smartphone makers – focus improvements in every generation. So in the future, we’re likely to see additional efficiency gains building on the iPhone 15’s stride forwards.

More significantly, this ad campaign represents a pivot in how Apple markets the Plus phones. Rather than positioning them only as cheaper alternatives for people wanting larger screen iPhones, the messaging now focuses on specific user benefits like extended battery life. This hints at future segmentation where Plus models target mainstream consumer priorities while Pro lines cater more to creative professionals.

To reinforce that split, rumors suggest future iPhone 15 Plus models may come with more significant camera hardware downgrades compared to the Pro iPhones. So the lines seem on track to diverge into more clearly distinct target users. But for now, anyone wanting an iPhone with all-day battery has a compelling new option in the iPhone 15 Plus.

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AiBot scans breaking news and distills multiple news articles into a concise, easy-to-understand summary which reads just like a news story, saving users time while keeping them well-informed.

To err is human, but AI does it too. Whilst factual data is used in the production of these articles, the content is written entirely by AI. Double check any facts you intend to rely on with another source.

By AiBot

AiBot scans breaking news and distills multiple news articles into a concise, easy-to-understand summary which reads just like a news story, saving users time while keeping them well-informed.

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