New iPhone 7 Ad Alludes to Dual Cameras, Stereo Sound, and Water Resistance

[MacRumors]

Apple today posted a new iPhone 7 TV ad to its YouTube channel, playing up to the devices' camera features, stereo speakers, and water resistance in a black and white montage of dramatic metaphors and visual set pieces.

The 30-second commercial is barely lit, save for the flash of an iPhone camera lens, and shrouds glimpses of black-colored handsets in flickering low light against shadowy backdrops.

Opening with a nighttime shot of a forest and a close-up of an owl's pupils dilating in the darkness at the sight of a deer, the ad continues in a similar edgy vein, with a series of slick mirrored cut scenes representing the iPhone 7's doubled-up technological capabilities.

The advantages of the dual lens camera in the iPhone 7 Plus are suggested in a series of paired low-light images, just as the benefits of stereo separation are alluded to in a volley of explosive sounds and rapid channel transitions.

The abstract theme then takes on a more liquid texture as the viewer witnesses water droplets cascading over the silhouette of a handset, a liminal vision punctuated by a further salvo of volatile graphics and incendiary audio effects.

The ad marks somewhat of a departure for Apple, which typically adopts a more melodic, upbeat tone in its TV commercials. Besides the new features, the company is clearly playing up to the inclusion of Jet Black and matte Black handset color options, which have proved a popular choice during pre-order. First shipments are expected to arrive in just a couple of days, with Friday, September 16 being the official iPhone 7 launch date.

Article Link: New iPhone 7 Ad Alludes to Dual Cameras, Stereo Sound, and Water Resistance

 

[CFreymarc]

A bit confusing.

 

[gigapocket1]

Its okay..

 

[Caliber26]

Ok. Werk.

 

[69Mustang]

Ad for iPhone 7 or Blair Witch 2?

 

[Sirious]

This is the first ad from Apple that left me confused

 

[tentales]

Stereo Sound. Yay... like in the 60s with the heavy panning. What a feature.

 

[killawat]

These are the commercials I love. None of that iPhone 6S "nothing's changed, except everything" stuff trying to upsell force touch as a must have feature.

 

[rudychidiac]

It feels like it was directed by Steven Klein

 

[St0rMl0rD]

Great ad! Something fresh.

 

[Kevsta26]

Anyone else reminded by this?

Apple's is way better though!

 

[44267547]

The advertisement is unique on its own. But those are the top three features for the Plus variant, with the IP67X resistance, Stereo sound and the dual camera. To me, thats compelling enough to upgrade.

 

[bladerunner2000]

Does the commercial emphasize Apple's ineptitude for making a waterproof phone with a headphone jack?

 

[gigapocket1]

Its just meant to create anticipation for this friday.. nothing more.. won't be seen after the next 48 hours

 

[yunzan]

It should be called a teaser

 

[macs4nw]

The last half is just a confusing burst of fleeting images without a clearly defined message. If this ad is meant to pique curiosity, it's probably on target.

 

[2013.1]

I like these ads where the product is the hero without special effects

 

[trunten]

I like it. But it's not really an advert as you'd really have to know about the features in the new iPhone to know what the hell is going on.

 

[AFDoc]

I liked it.

 

[zombierunner]

What the ?

 

[Karma*Police]

The advertisement is sub par. But those are the top three features for the Plus variant, with the IP67X resistance, Stereo sound and the dual camera. To me, thats compelling enough to upgrade.

I think the taptic engine will be a bigger deal than stereo sound and water resistance. It'll add a new dimension to the smartphone UX that we haven't experienced before once more devs take advantage of it. I see it being akin to playing games on a playstation with the original controller then upgrading to a dualshock.

 

[MH01]

Beats advertising meets apple : 2016

 

[pika2000]

I don't like this. This showy flashy type of ads are akin to the likes of Samsung/pretty much all the Chinese OEMs.
Where are the Apple signature of inciting emotion type of ads? I rather see an ad about the solutions an iPhone gave to people in their daily activities, not showing noise on barely legible product.

 

[44267547]

I think the taptic engine will be a bigger deal than stereo sound and water resistance. It'll add a new dimension to the smartphone UX that we haven't experienced before once more devs take advantage of it. I see it being akin to playing games on a playstation with the original controller then upgrading to a dualshock.

Agreed. And more and more third party applications are incorporating the 3D Touch option for short cuts and I'm curious to get acclimated with the new home button.

 

[Telos101]

Apocalyptic.

This would make a great ad for an exploding phone.