Despite a playful parody by its biggest competitor, Apple refuses to fight dirty, releasing a simple video campaign to highlight only the new features of its latest smartphone.

Just two days after Samsung Mobile USA  launched its playful jab at iPhone fans around the world, tech giant Apple counters with a series of simple, and non-confrontational videos that showcase the new features of their recently-released smartphone. Narrated by The Newsroom protagonist Jeff Daniels, the four minimalist videos “Ears,” “Cheese,” “Physics,” and “Thumb” feature the revamped earphone design, panorama, slimmer and longer body structure, and increased screen size of Apple's latest crown jewel.

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