Apple has a new TV spot out that showcases how often iPhone users talk to one another using FaceTime, the company’s proprietary video calling technology, saying that more video calls are made on iPhones than any other phone.

It’s the latest in a series of recent ads along these lines, touting the massive worldwide usage of iPhone features. So why now?

Apple is trying to maintain momentum of its iPhone business, even as Samsung continues to make gains in market share. While Apple famously hasn’t cared about market share, preferring instead to focus on user metrics and profits, retaining its existing users remains important. This ad feels like it was targeted towards existing iPhone owners as a means of making them feel better about their purchase.

“FaceTime Every Day” is a follow-up on Apple’s previous “Photos Every Day” and “Music Every Day” ads. Like this one, the others showcase something that the iPhone does more of than its competitors.

Highlighting those differences is important, since Apple is currently at the point in its iPhone product cycle when it won’t have a new phone to show off for at least a month or two, but it’s important to keep the iPhone in the minds of consumers. Whether or not these ads will help the company maintain sales remains to be seen.

Previously on GeekWireNokia ad: Every day, more crappy photos taken on iPhone than any other device

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