To accompany today's launch of the iPhone 5, Apple has posted a new series of commercials showing off the device. The three ads, which sound like they're narrated by The Newsroom's Jeff Daniels, each focus on a specific element of the new phone: its thinner profile, the panorama photo feature, and the new screen. A fourth spot, simply entitled "Ears," is devoted to the EarPod headphones.

In July, Apple debuted a suite of commercials during the London Olympics that seemed to be a marked departure from the company's usual advertising style. With their focus on the iPhone itself, these new ads appear to be a return to the "product as hero" strategy that has served Apple so well in the past.