Apple's Plan to Take Down Samsung's Galaxy S4 (AAPL, SSNLF)

may have found its best marketing tool since Siri.

According to

, the company is developing a new camera (codenamed "mogul") that can record video at up to 120 frames-per-second (FPS). At first glance, this may not sound like much more than a novelty that will only be utilized by amateur filmmakers.

Galaxy S4 already contains a camera that is capable of filming at 120FPS, and it hasn't exactly changed the world. Unlike Samsung, Apple is an expert at advertising. While the most memorable Samsung smartphone ads and the most memorable Windows 8 tablet ads have been used to cleverly mock Apple, the iPhone maker has repeatedly persuaded consumers to buy its products just by showing them what they can do. This was especially true for the iPhone 4S, which brought Siri to the masses. Few consumers realized that the voice-recognition app -- known as an intelligent software assistant -- had been created long before Apple brought it to the iPhone 4S. In fact, up until Apple acquired Siri, Inc. in 2010, consumers could download Siri from the App Store and use it with older iPhone models. That functionality was eliminated after Apple purchased the app, but there have been some hackers who found a way to use it with the iPhone 4. While Siri received mixed reviews from critics within the tech industry as well as the mainstream press, the TV ads continually bombarded consumers with an array of voice-activated promises. Apple even turned to Samuel L. Jackson and Zooey Deschanel to promote Siri, which likely

additional units. In April,

Peter Kafka proclaimed that Apple's "Photos Every Day" ad was a "wonderful piece of moviemaking." After polling crowds at the Apple Store during the launch of both the iPhone 4S and iPhone 5, Benzinga learned that the updated camera is one of the primary reasons why consumers choose to upgrade their iPhones. If Apple can do the same for its 120FPS camera that it has for Siri and other key iPhone features, it could be just what the firm needs to sell the iPhone 5S. In the video below,

demonstrates how its own 120FPS camera allows filmmakers to produce incredible slow-motion videos: