Analysing Promo Videos- Apple iPhone Advert

The first promotional video text I have chosen to break down is the 'Apple - Introducing iPhone 7' advert released on the 7th September 2016. One reason I have chosen this as my first promotional video to analyse, is it allows me to study the techniques used in successful advertising. This video has amassed over 23 million+ views in the short period it has been available to the mass public. According to the BBC "The tech giant reported net sales of $78.4bn (£62.3bn) for the last three months of 2016, up 3% on last year, and marking its strongest quarter ever". This gives me an idea of the types of promotional videos I should be researching in order to achieve the highest quality for my own project.
The first convention to grab my attention in this advert is the brand identity expressed in the form of the Apple logo that slightly illuminates through the audience's screen within the opening 2 seconds before fading. This attempts to draw the attention of the audience to the reputable brand; whom during this time period would have been anticipating a new iPhone model to be revealed, whilst also reinforcing a sense of brand identity.
As the Apple logo fades to black, the second technique is deployed. Product photography is used to allow the audience to analyse this smartphone, up until 10 seconds, rotating visual footage of a glossed up iPhone 7 is displayed to further create hype for the latest iPhone model.
Simultaneously in this promotional video, calm, uplifting motif is implemented and reemphasised through the mode of address. I presume that this is utilised to cater towards Apple's target audience; user's with unique needs, but a need for a sense of organisation and simplicity.
Over this motif that play throughout the duration of this promotional video, a audio presenter/commentator narrates the advancements in the iPhone 7 model, drawing in the compelling audience eagerly waiting on its release.