Any marketer knows how painful it can be getting a tagline/ strapline that you’re happy with — and the choice of ‘forward thinking’ for the new iPhone seemed curious to me. So I took a look at the previous history of iPhone taglines.
I presume the stark change is to do with having two models, forcing them to abandon the ‘superlative’ approach (“Best iPhone yet.”)
See what you think.
iPhone: Touching is believing
iPhone 3G: The iPhone you’ve been waiting for
iPhone 3GS: The fastest, most powerful iPhone yet
iPhone 4: This changes everything again
iPhone 4S: It’s the most amazing iPhone yet
iPhone 5: The biggest thing to happen to iPhone since iPhone
iPhone 5S: Forward Thinking
Check out the full ads for each after the break.
and in reverse order: