TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

Apple released four new ads for the iPhone 5, and they’re very good.

Here’s Ken Segall’s take:

Of course you can’t separate the voice from the words. Unlike the Genius spots that tried so hard to be funny, these scripts “just work.” They capture Apple’s intelligent wit. They not only make their point — they make you smile.

The “Thumbs” and “Cheese” spots are particularly terrific. “Thumbs” says a lot of things in a very small amount of time. First, it shows off the iPhone 5′s new screen. Second, it makes clear that the new screen size was designed to be usable, not just bigger. Third, it subtly criticizes other phones with huge screens that aren’t usable with one hand.

“Cheese” shows off the new panorama feature, and it does what Apple is uniquely good at: showing off new features by showing how you will use it. It’s a little cute, but it works, because it’s something people can imagine themselves using and appreciating, like at a family event or while on a trip. Or at least it worked for me.