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The iPhone is far and away the most popular camera in the world right now, consistently dominating Flickr's most popular camera list. But Nokia has started to make something of a name for itself by putting the camera first with its recent 8.7-megapixel Nokia Lumia 925 and 41MP Lumia 1020 smartphones, both which feature Zeiss-branded optics. Now Nokia has a clever, new ad out, and it targets the iPhone 5 and its camera quality directly.
The ad is a direct response to Apple's Photos Every Day ad, taking many of the points made in Apple's ad, and providing Nokia's counterpoint to them. For starters, Nokia's ad is called "Better Photos Every Day," and raises the point that Nokia is more concerned with taking the best photos, rather than the most. Nokia has then recreated many of the scenes shown in Apple's ads, but with the photos taken with each device to compare which can do it better.
While the iPhone 5 is a pretty good smartphone camera, Nokia's recent Lumia devices have earned a reputation for taking extremely good photos. The fact that this ad is for the Lumia 925 — and not the even more photographically powerful Lumia 1020 — is impressive in itself.
We're not sure if this ad is destined for broadcast TV, or if it's going to be web only. At almost a minute and a half long, that's a big ad slot for Nokia to purchase just to poke holes in the competition.
While these ads probably don't create an unbiased comparison between the two, the Lumia 925 does have some pretty serious photography chops. It's just a pity that since it's on Windows Phone, there's no Instagram yet.
Nokia has taken a page from Microsoft's advertising book, today launching (via UKMR) a new advertisement comparing the company's Lumia 925 to the iPhone 5.
The ad focuses on the phone's photographic capabilities and is based on Apple's well known "Photos Every Day" commercial, which began running back in April. It uses a similar voice over and style, focusing on Lumia users taking photographs with their devices.
The ad goes on to feature the Lumia 925's various photo modes, offering demonstrations of the camera's action shots, motion blur, and best shot feature that captures a series of photos and allows users to choose the most appealing.
Nokia’s Lumia 925 offers an 8.7-megapixel camera that comes equipped with a Carl Zeiss Tessar lens and an f/2.0 aperture. In comparison, the iPhone 5 has an 8-megapixel camera with a five-element lens and an f/2.4 aperture. Nokia has included a dual-LED flash on the Lumia 925, which, along with a lower aperture, allows for superior performance in suboptimal lighting conditions.
Nokia highlights the Lumia's flash and low light capabilities towards the end of the commercial, providing side-by-side comparison photos taken with each camera. "Every day, better photos are taken with Nokia Lumias then with any other mobile," reads the final line.
In recent years, Nokia has focused heavily on the photographic capabilities of its devices, most recently debuting the Lumia 1020, which offers an impressive 41-megapixel camera with a six component Zeiss lens.
The fully-owned Nokia subsidiary will now be known as Nokia Solutions and Networks, retaining the same acronym NSN.
Announcing the 1.7-billion-euro ($2.2-billion) acquisition in July, Nokia said it hoped to create value for shareholders and said it planned to strengthen NSN to become a more independent unit.
NSN, which is specialised in high-speed mobile broadband, was set up as a joint venture in 2007, a partnership that expired in April. The unit has posted stronger earnings than Nokia's mobile phone business, which has struggled to compete against rivals Apple and Samsung.
NSN posted a net profit of 8.0 million euros in the second quarter, compared to Nokia's net loss of 227 million euros in the same period.