Then came the Motorola Droid commercials, which aimed specifically at the iPhone. They compared a lot of features that the Droid has to those lacking on the iPhone.
Then came a series of commercials from Verizon depicting the iPhone as a "misfit", among other things.
AT&T shot back with a weak commercial starring Luke Wilson, followed by another weak commercial.
Now it's Apple's turn. It is airing two new iPhone commercials for the first time tonight that tour some of the iPhone's abilities that aren't shared by those of its Droid competitor.
Whether or not Apple called AT&T and said, "Hey, need some better anti-Verizon commercials? We have an app for that," is anyone's guess, but right now AT&T can use all the help it can get.
Here are all of the ad spots in question: