It's official: The US will be seeing the iPhone on June 29, 2007, a bit later than previously predicted. But you've probably heard that, so let's focus a bit on the ads themselves.

There are already three ads up for viewing, and they all showcase the power of Apple's marketing. They all follow a unifying theme, that this smartphone will do everything you need it to do, and be easy-to-use to boot. And all feature the same background music.

A particularly interesting ad features the user watching pirates of the carribean 3, feeling a craving for seafood after seeing a squid, searching a map for the closest restaurant, and calling up the establishment. All in less than 30 seconds on his iPhone.

Why talk about the ads? All will become clear as you read on.

I have my own reservations about the iPhone. And I already think that the iPhone user experience won't be as smooth as the ads suggest. Technology ads, like advertising in general, always focuses on the positives while basically ignoring the drawbacks. But I only notice this because I'm a relatively tech-savvy consumer, at least compared to the general public. Which is a market any manufacturer would want to attract.

The point is that even if people who follow smartphones and PDAs, as well as other kinds of consumer electronics, know that the iPhone doesn't push the envelope of mobile capabilities (perhaps not like the HTC Kaiser), that doesn't matter. What matters is that Apple gets its message across, that the iPhone is a powerful smartphone that's easy-to-use. And from these ads, I can see more buyers falling for this idea.

Compared to most of its new competitors, Apple understands that successfully marketing a product is a two-part equation. Aside from creating a product that consumers will love (which remains to be seen), you have to convince them why they should love it.

So how is this important to you as a customer? If you're really interested in the iPhone, then by all means, check it out. But make sure you base your purchase on an objective evaluation of what you need in a smartphone or PDA. Do you really think it suits your mobile lifestyle needs? And most importantly of all, is it within your financial means?

Don't buy the iPhone just because you want to be the first to have the hottest gadget. And definitely don't spend your hard-earned cash on the iPhone only to be cool.