A lot of people are put off by this kind of direct advertising, especially as Apple generally goes for something more subtle. Shot on iPhone is a perfect example of a sophisticated campaign that has strong implicit meanings without saying anything outright and it works well. Sometimes, though, you just have to tell people things directly which is where advertising like ‘Why iPhone’ exists. Also, you can’t sell the iPhone on camera quality alone which is a major disadvantage to the Shot on iPhone ads, they only relate to people interested in good photography.
In general, I think the idea of this new campaign is fine … but this web page is sloppily made. The fake iPhone has some weird jerky animations (see how the Passbook credit cards slide in) and features a Safari icon that doesn’t match either iOS 8 or iOS 9. Even the written copy is awkward. I highlighted one example on Twitter. You can consider the use of very informal language as a stylistic decision but the repetition of the word ‘sneak’ is just bad writing. Here’s another awkward example from the third ‘page’ of the site: