The iPhone 3G is the hot tech toy of the summer, and for those lucky enough to snag one right away, Apple is lending a helping hand with a half-hour video that runs through the mobile device's new features.

But while marketers are eager to tap the iPhone's potential for branded applications, the level of engagement Apple gets from its users may be the biggest takeaway from the new gadget.

The video is the longest how-to Apple has assembled for a new product, but it's more than just a guided tour for new iPhone owners. Essentially, it's selling the cult of Apple to anyone who is watching, according to Charles Golvin, principal analyst at Forrester Research

"Even though it's educational and you're giving people an experience, it's this really sort of deep immersion in Apple's brand and approach and there's huge value in that. How often do you get more than a minute of customers' undivided attention?" Golvin said in an interview with AdWeek.

If Apple's how-to is successful, it could lead to a swell of likeminded instructional videos as other manufacturers try to gain brand loyalty through the familiarity of a friendly tutorial.