Apple has rolled out three new iPhone commercials that introduce an interesting twist to the formula. Rather than stick with the familiar “There’s an app for that” catchphrase, the new commercials take the opposite angle.

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Opening with a simple line “If you don’t have an iPhone,” the commercials then launch into a quick overview  of key iPhone features, with the voiceover explaining the stuff you’re unable to do unless – you guessed right – you’re a proud iPhone owner. Two more ads below the fold plus the hilarious iPhone 4 vs HTC Evo spoof from XtraNormal that’s been making rounds for awhile.

The commercials wrap up with the tagline, “Yup, if you don’t have an iPhone, well, you don’t have an iPhone.” In addition to the above App Store advert, we’ve include the remaining iBooks and iPod+iTunes commercials below for your viewing pleasure.