This is billed as "Season 1", so you can expect more ASMR going forward. Don't be surprised if there is a haircut or massage video in the pipeline, then.
Of course, these are eventually iPhone ads. Apple shows that you can produce these types of videos using the device in your pocket, although you probably need accessories and apps to match the quality you see here (a binaural microphone may be a must). It shows that marketing doesn't always have to be about face campaigns. And think of it this way: these may be some of the few video companies you want to watch more than once, even if you don't plan to buy what Apple sells.