Advertising

The first advertisement for iPhone, titled "Hello," aired during the 79th Academy Awards and took place on 25 February 2007 on ABC. The ad features clips from several notable films and television shows over the last seventy years, showing iconic characters answering telephones and saying "hello" or a similar greeting. The iPhone is shown at the end with the caption "Hello. Coming in June."

The commercial was created by TBWA\Chiat\Day, Apple's ad agency since CEO Steve Jobs' return to the company in 1997. TBWA's Media Arts Lab will continue to handle all upcoming advertising for iPhone, much as it has for iPod.[25]

On June 3, 2007, Apple released four advertisements that announce a June 29, 2007 release date, and which concluded, "Use requires minimum new 2 year activation plan."; the footnote has since been removed from all four of the ads.[26] A fifth ad featuring YouTube was released on June 21, 2007. All five advertisements feature a voice over describing various iPhone features, demonstrated on-screen. The song "Perfect Timing (This Morning)" by a band called Orba Squara plays in the background[27].

An unofficial, yet professionally created, video featuring the song "Young Folks" by Peter Bjorn and John was released by iPhone New York increased anticipation for the iPhone through YouTube and the Slashdot effect.