Apple and RIM have common theme in their recent TV commercials, both showing one reason to people to buy their products. Apple has released 4 iPhone 4 TV ads (5 if you add the first one that was introduced in keynote on iPhone 4 release) and all commercials are about Facetime.
RIM, on other hand, has recently released a few commercials and all of them are about Blackberry Messenger(BBM). This makes you think why Apple and RIM are not showing all great features their smart-phones come with. For instance, iPhone 4 can take HD videos and has the best display screen till date. But Facetime is only feature (which is one of the best things iPhone 4 has to offer) that is being advertised by Apple. Here is one of the commercial.
You can see more iPhone 4 spots here, here and here
RIM knows that BBM is one of the best (if not best) IM clients of all time and they are getting the word out. They are showing people one reason to buy Blackberries. Here is one of the recent BBM commercial.
Moreover, iPhone 4 commercials show you how Facetime can dramatically improve what would normally be more traditional phone calls. You do not have to explain you haircut to anyone now, show them. Watch a new born baby through Facetime, do not just get a call about that.
RIM and Apple are both telling one reason to people (who are not tech savvy) to buy their product, and that one reason is something they both are proud of.
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