New iPhone ads go to black

"Hey, our Mac vs. PC ads are shot against a white background, so let's shoot the new iPhone ads against a black background!" Was that part of the creative process that led TBWA/Chiat/Day to these new testimonial-style iPhone ads? I dunno, it's just the first thing that occurred to me when I saw them. (In addition to the one above, the other two are here on the Apple site.) Seriously, though, you have to give this campaign credit for being simply straightforward. No need to hype what is already beyond hype.