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macrumors bot
Original poster
Apr 12, 2001

Apple today shared a new television ad on its YouTube channel, designed to introduce people to the new Screen Effects feature in iOS 10. In the minute-long spot, a sole red balloon drifts through mountains, over the sea, and through hilly terrain to reach the city, where it's joined by hundreds of additional balloons floating through the streets.

The shot pans to an iPhone user who receives a "Happy Birthday" message, where balloons fill up the screen to accompany the text. It ends with the tagline "Expressive messages on iPhone 7. Practically magic."

Introduced in iOS 10, Screen Effects are designed to make the messages experience more emotive, personal, and fun. Screen Effects temporarily alter the look of the Messages display with full screen animations that play alongside text messages. There are several animations, ranging from balloons and confetti to lasers and fireworks.

With certain keywords like "Congratulations!" or "Happy Birthday!" Screen Effects play automatically whenever the relevant text phrase is sent to an iPhone user who has iOS 10 installed.

Article Link: Apple Debuts New 'Balloons' Ad Focusing on New iOS 10 Screen Effects Feature in Messages
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macrumors 6502
Jun 29, 2010
Baltimore, MD
Love the ad!

The balloon effect is cool, but the ones like lasers and fireworks that darken the screen are very unpleasant IMO...feels like my display is broken.


Jul 29, 2010
Messages is a bit of a cluttered mess. It's like they waited years watching everyone else expand their chat clients and then all in one release with iOS 10 said "alright, let's throw EVERYTHING at it." As much as I hate Facebook, the Messenger app by Facebook is so much better than Apple's mess in my opinion. It's clean, simple yet you can still do the extras (stickers, gifs etc.). Once you've used both for a while it's hard to go back to Messages by Apple.


macrumors 6502
Feb 24, 2009
Las Vegas
Ohhh so pretty!

I remember the keynote when Craig Federighi showed the "Invisible Ink"
"Sometimes you want to get across something personal"
*I've missed you so much.* that sent awes and goosebumps all over.

I wanna see what apple can do with this on an ad... Expecting it to be very sappy, in a good way :)


macrumors 68030
Jan 15, 2016
I'm a sucker for this kind of ad. That said, the Messages effect isn't as refined as the balloons in the commercial. Something for Apple to aim for no doubt in future iOS updates.
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macrumors regular
Nov 1, 2013
Cool...Now if they can just fix quick reply on the lockscreen to not take literally seconds to display. Give me an option to turn off all the rich text options so the pop-up loads faster!
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