I don't see this as effective advertising (though that is what gets you to buy it) as much as effective UX design. I never thought I needed a phone with anythi

I don't see this as effective advertising (though that is what gets you to buy it) as much as effective UX design. I never thought I needed a phone with anything but the ability to call, but now I can't imagine not having an phone with internet, GPS, email, etc. That change wasn't advertising, but the best design and form factor made at the time of its release. Advertising gets you into the store, but an innovative product creates the "need we never knew we had."