I happened to be in San Francisco a few days ago, working on a bit of a career change. Leaving, I found myself in the Montgomery BART station headed to the airport, with 15 minutes to wait.
Apple's bought all the ad display space on the train-level, and put up about 15-20 pictures, all (more or less) informal portraits, two copies of most of them. Hung in pairs.
The message is both clear and convincing: iPhone 6 is all the camera you need.
You can bleat away about low light performance, and Image Quality, and small sensor depth of field and so on. Nobody much cares, though, this camera is fine. It will more than adequately serve the needs of virtually everyone who wants pictures.
This is a really solid campaign. Online, it's simply endless reams of excellent pictures of a certain type, a vaguely artsy snapshot aesthetic.
Nobody here cares about making a statement or expressing an idea. They're recording life, they're making pretty pictures. Sometimes they do a little shadow play, a little juxtaposition of this with that, a little "look at this cool visual thing I saw, look at me being artistic", sometimes they just take a picture of their pretty girlfriend, their cute kid, the dog catching a frisbee. Sometimes the go to Asia and take some of those pictures. The pagodas, the bike filled street, the guy on the scooter with all the baskets, the guy standing out on the end of his skinny little boat silhouetted against the sky.
Practically nobody wants to do any more than that. Practically nobody needs anything more than an iPhone 6 camera.
The message is clear and convincing.