When it comes to the smartphone industry, it's difficult to get a broad view.
The intensity of entrenched positions makes it resemble Congress. And respect is in even shorter supply than intelligence.
I was, therefore, moved when Apple Insider pointed me to a new ad for the LG Optimus G Pro.
It appeared to be a deep and respectful homage to the iPhone 5 ad in which Apple shows off its panoramic capabilities, as Jeff Daniels intones at his most amiable.
You know, the one with lots of kids and Daniels saying, "Cheeeeeeeese." (Embedded below, should you have been recently detained by the TSA.)
This LG ad, though, suddenly take a wide and critical turn.
"No, no," it seems to say. "The iPhone 5 is a limited lump of metal. Here's the proof."
And so we see that the LG Optimus G Pro -- I wonder how many branding agencies worked to come up with that catchy name -- can take far better, broader pictures of your unruly kids than the iPhone 5 could hope to.
The LG Optimus G Pro can waft upward.
Yes, it can get the ceiling into the shot. Which is very useful if you've painted pretty colored rockets and planets on it, but perhaps less useful if you haven't.
It can also capture the floor. Which, in this ad, has a lovely earth painted on it. In your house, however, the beige, stained shag carpet might not be so fetching.
This capability was inserted by Google into Jelly Bean 4.2 and is called Photo Sphere. It seems like a highly entertaining way to pass an afternoon, allowing you to keep a safe distance between you and flying paint and children.
Still, Apple might be slightly flattered that its phone continues to be regarded as some sort of benchmark to which other brands compare themselves.
Broadly speaking, that is.