"Simply Better" was created to introduce the iPhone 5 - a campaign rooted in Apple's own DNA. The idea drew inspiration from Steve Jobs's enduring belief: "Technology alone is not enough. It's technology married with the liberal arts, married with the humanities, that yields us the results that make our hearts sing." From that foundation, each spot was crafted to communicate that the iPhone 5's features weren't built for the sake of technology - they were built to make life simply better.