Apple today aired the first ads in its new campaign for the iPhone, in a series called “If You Don’t Have an iPhone”.

There are three ads in the series at the moment, and they all extol the virtues of various iPhone features in comparison to other smartphones. It’s a strange angle to take, though, because the three features they’ve focused on — the iBooks, iPod and App Store apps — have readily available alternatives on major mobile platforms such as Android.

The video above is the iPod ad, and you can find the iBooks ad here and the App Store ad here.