The opening copy in Apple’s two brand new TV commercials starts with what has become its summer blockbuster theme for the third consecutive year, “This is the new iPhone”. A profound sentence that’s forever changed the mobile phone industry. In the latest adverts, the company focuses all of the attention on one long overdue feature “Copy and Paste” and on a newcomer known as “Voice Control”.

Another new addition for Apple is the catchy song “Mr. Pitiful”, performed by Huntington Beach, California singer songwriter Matt Costa. The song’s opening piano riff is looped as the backdrop for this fresh set of iPhone 3GS ads that’s a welcome change from the over-used music bed featured in earlier iPhone adverts.

Matt Costa shares Apple’s “Voice Control” spot with the wildly popular Jack Johnson, performing his song “If I Had Eyes”, featured towards the end. The pairing of these two artists should come as no surprise since Jack Johnson and Matt Costa are label mates on Brushfire Records.

Here is one of the ads on YouTube:

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