I don't mind the high contrast at all; I think it has the requisite edgy, punky look. First image is cheeky enough to require an equally mischievous tagline, IMHO (can't think of a good one, though!). Third image has probably the widest appeal, as it shows the Icon in use and not as an outright advertisement -- plus the model isn't making me weak by looking straight at me -- while being still compelling enough to attract the eye. Second image needs better design, as the picture isn't strong enough by itself. For example, it would work better if it more closely featured the model, like certain ads out there by a company starting with "V" ....
If you mean to replace the standard NuForce print ad with something like this, I definitely agree that more people would notice it!
Lucky iPhone indeed.