I just watched the latest Apple iPhone ad for FaceTime and it's brilliant. FaceTime is not a feature I have any particular interest in but even I was feeling sentimental by the end. Apple seem to, finally, have the feature that will shift a lot of iPhones to people who don't get wet about technology.
It also strikes me that they finally have something viral about the iPhone. If you want to FaceTime the new baby with the grandparents they're going to have to have not just a smartphone, but a shiny new iPhone. That'll only apply to the wealthy for the moment but it will probably shift a lot more phones for them.
In fact it made me wonder whether Apple might bring out an iPhone "family pack" like they do for Mac OS X.