If you have an iphone or have ever used one, you will know about the way in which you use gestures to push and drag screens around and they move and react in an intuitive way. Screens scroll across at the same speed at which your finger move and they have a ‘weight’ so they rebound when they reach their limits of travel. Things react in the same way you expect them to in the real world. This not only looks cool but it is somehow more pleasurable and pleasing to use. All pretty great on a phone but tacky, shit and lazy in advertising.
You only have to look at the influence that the iphone interface has had on car adverts for instance. The new Range Rover advert has the pull and drag gesture to change scenery. A Toyota ad has also copied the idea to move the car around and see inside it. It is just laziness on the part of the advertisers. I can picture the scene, ‘Oh the way the iphone works looks cool, lets use that idea and then people will buy it because it associates any crap product vicariously with the iphone which is the current flavour of the month.’