The folks in Cupertino clearly believe that Siri is the future, and to prove it they’ve made it the focus of their iPhone 4S television commercials thus far -- not much of a surprise, considering it’s harder to sell improved specs to the general public. (Never mind that Android-based devices continue to try that approach.) Apple continues the same approach with two new commercials.

Apple posted two new iPhone 4S television commercials to its YouTube account on Thursday night, both squarely focused on showing users how they can improve many areas of their life by using Siri’s virtual assistant technology. The spots continue the same approach as the holiday-themed commercial that found Santa Claus using Siri to help deliver gifts on Christmas Eve.

“Road Trip” shows a series of iPhone 4S users in various travel situations using Siri to get out of a jam. Curiously, most of these users have their faces cropped or otherwise obscured to keep the focus on the handset itself, a tactic also used in the Santa Claus spot to great effect. Siri is called upon for directions, finding gas stations, several destinations and even viewing the stars in the sky, such as Orion.



Likewise, “Rock God” follows the exploits of a young man who decides to take up playing guitar through learning how to play such classics as “London Calling” and “Whole Lotta Love,” creating a list of potential band names and finally, notifying friends via text message that the band will be performing in the garage that night. Last but not least, the fledgling rock star reminds Siri to call him “Rock God” from now on, and the virtual assistant is happy to oblige.



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