Geez, Apple has been all over editing those iPhone ads. Not only did they remove the references for the iPhone requiring a two-year AT&T contract, but eagle-eyed reader CharlieBing noted that the mysterious twelfth application was gone as well.
A quick comparison of the original ad, found on YouTube (top), and the version now on Apple’s site (bottom) shows that he’s absolutely correct. The framing of the shot has been changed, so that the bottom of the apps icons are now all but invisible, but even if you look at the app names, which you can still just barely see, Calculator is now the left most app (as it has been all along in every place but the original version of the commercial, in which “Clock” was the leftmost app). And, hey wait: are those different fingers?
It’s possible they just reframed and realigned the text, hiding the icons because it was too much trouble to edit them; it’s possible there was no twelfth app, and this is all a glitch—and, of course, it’s possible that there’s something that Apple doesn’t want us to know [insert ominous music].
Firstly I've got to mention that there are two ads that have been changed. The second ad (How To), as mentioned in the article. But the first ad got changed as well (Never Been an iPod) on the same matter (the twelfth application).
Then I've watched the 'new' second ad (How To) and compared it with the 'original' one. Not only is the twelfth icon gone, but the scrolling through the music has changed too. And you can see other music in the iPhone library.
In the original ad the Cover Flow starts with Gnarls Barkley's St. Elsewhere, the finger scrolls through the music and ends again on Barkley's album. In the new ad however the Cover Flow starts with Beck's Information (just like in the "Never Been an iPod" ad) and it ends with Céu's album. From that point on the two ads seem to be similar again.
The twelfth app clearly says "Settings". Why would Apple hide that?