This ad demands the customer's attention with the black and white contrast of the phone and the background placed in the very center of the image. By surrounding the image with the list of new features, the iPhone 4 ad makes the customer think it's a really big deal, without actually making them think it's a big deal. In today's world, minimalism is commonly used with higher value items. It can be argued that Apple has led the charge toward this connection between minimalism and the upper class. Nonetheless, Apple's "less is more" approach seems to show the iPhone in a very positive light. , high quality light, standing out well with a few colors and no other objects to distract attention from the body of the phone. This is a good form of window effect, as customers may believe they are of a higher and more desirable social class with an iPhone than with an iPhone.