This advertising image is very clever; making use of a very specific visual image (the “number of new emails” graphic from iOS) as a way of drawing the eye to a specific part of the screen.
There is clearly a balance here. The image is unremarkable as such, but to people who use iOS devices the attentional grab of the image is large, much more so than a generic “look here!” sort of splash. The other side of the balance is that people unfamiliar with those devices will not get any of the advantage. Presumably a really finessed version of this would deliver a personalised version of the image depending on the device being used.