Apple appears to be changing gears from its previous Designed by Apple in California campaign following the release of the new iPhones. Apple’s latest full page ad is appearing in this week’s edition of the New Yorker and this time around focuses on the new fingerprint sensor and Touch ID feature on the gold iPhone 5s. The text from the ad reads:

Your finger is the password.

Touch ID was created not only to protect all the important and personal information on your phone, but to be so easy to use, you’ll actually use it. Its state-of-the-art technology learns your unique fingerprint, so you can unlock your phone or even authorize purchases with just a simple touch.Touch ID. Only on iPhone 5s.

Apple’s previous Designed by Apple in California ads made a point of focusing on on its ecosystem and the people that use it rather than specific products, but it’s clear the focus has changed slightly now that it has new iPhones on the market. Interestingly, the ad specifically notes Touch ID as specific to iPhone 5s. This particular magazine issue is next week’s version, just one day before the new iPads are announced. Would Apple note Touch ID is exclusive to the iPhone 5s in the same week that the iPads are revamped if the iPads will be getting the feature?


(via @samradford & MacRumors)