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Apple today shared a pair of iPhone 13 ads highlighting key features like battery life and the durable Ceramic Shield front display. In the first spot, titled "Doin' Laps," a child sets his iPhone 13 up on his bike and then cruises around the neighborhood capturing a long video.


At the end of his journey, which lasts for five hours, the iPhone is still recording and has not run out of battery. "What will you do with even looooooonger battery life? Relax, it's iPhone," reads the video description for the ad.

In the second spot, titled "Run Baby Run," a toddler plays with an iPhone 13, running around with it, dropping it on the floor, banging it on various items, and dropping it in the sink. The iPhone survives intact, and the video ends with the tagline "Toddler resistant. Relax, it's iPhone."


The "Relax, it's iPhone" series is not new, and Apple has shared other videos in this series to preview Find My, the iPhone's durability, and other features. Apple has used the "Relax, it's iPhone" tagline for both the iPhone 12 and the iPhone 13.

Article Link: Apple Highlights iPhone 13 Battery Life and Durability in New Ads
 
Apple is on a roll with these commercials. I love them. Not going to lie about the battery life on my iPhone 13 Pro Max. It has been astonishing. 💫 🌟

BD8F8F73-A940-4910-836F-2F92EDD94CAD.jpeg
 

Populus

macrumors 68030
Aug 24, 2012
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Valencia, Spain.
Truth be told, the battery life on the 13 series is pretty awesome. The 13 mini I have been using for some weeks had juice for all day and more.

By the way, is that the neighborhood of CJ in GTA San Andreas? Los Angeles in the real world.
I could recognise that circular set of houses anywhere, but maybe in USA it is more common that I thought.
 

ian87w

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Isn't it just plain false advertising? I mean I guess you can relax if you don't care at all about your iPhone being scratched all around and the battery is not bad but doesn't recording videos suck it up the most?
It's the new Apple, I guess, where accountability is no longer important. Like hey that iOS14 we said we would support, we didn't mean it.

Having said that, Gorilla glass victus is indeed a major breakthrough in durability. I'm not saying that that iPhone would survive on intentional impacts like in the ad, bur even tests show better durability of Android phones using gorilla glass victus than prior versions of gorilla glass.
 

ian87w

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Crazy that some just can’t enjoy the ad for what it is, which is designed to be ‘fun’, but have to find some trivial fault with ‘false advertising’.
A fun ad is a fun ad (eg. the colorful iPod nanos ads). At the same time, when the ad explicitly shows how the device is being used, and if the similar usage in real life doesn't bode well for the device, that's false advertising. Eg, the bike ride ad vs Apple's own warnings about how vibrations like on bikes can damage the iPhone's OIS.

Clearly the marketing firm making the ads are not having tight communications with the engineers.

There are already lawsuits about Apple's representation how water resistant the iPhones are in the past.

Ads can be fun, but it can also misrepresent of mislead people. Hence the term false advertising.
 

Relentless Power

macrumors Westmere
Jul 12, 2016
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Sadly, being aggrieved for the tiniest things at the drop of a hat is now the new normal on social media. It's a badge of honor for many.
Yup. It’s the norm. It’s also a just another indicator of why Internet forums are not an accurate representation with more vitriol over an iPhone ad. I have the appreciation of enjoying the creativity behind the ad, but some would rather be angry at Apple behind the keyboard. Bizarre really.
 

JM

macrumors 68020
Nov 23, 2014
2,302
2,915
Sadly, being aggrieved for the tiniest things at the drop of a hat is now the new normal on social media. It's a badge of honor for many.

Yup. It’s the norm. It’s also a just another indicator of why Internet forums are not an accurate representation with more vitriol over an iPhone ad. I have the appreciation of enjoying the creativity behind the ad, but some would rather be angry at Apple behind the keyboard. Bizarre really.
Whoah there 🤣🤣🤣 this seems like an overreaction to a perfectly sensible post by someone with an opinion that asked a question.

Perhaps answering their question would be more helpful and contribute to an enjoyable MR experience, than to be condescending and pretend they can’t read your comments.

My goodness 🤣🤣🤣

Isn't it just plain false advertising? I mean I guess you can relax if you don't care at all about your iPhone being scratched all around and the battery is not bad but doesn't recording videos suck it up the most?
And in fact, I agree it wouldn’t be exactly false advertisement, but rather misdirection revolving around this new screen. I wouldn’t exactly call an incredibly easy to scratch screen “durable”.

Give me an unscratchable screen any day that’s more breakable…
 

ian87w

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Yup. It’s the norm. It’s also a just another indicator of why Internet forums are not an accurate representation with more vitriol over an iPhone ad. I have the appreciation of enjoying the creativity behind the ad, but some would rather be angry at Apple behind the keyboard. Bizarre really.
There’s a difference between woke, and simply being critical when a company presented something, especially if such company is showing signs of diminishing integrity.
 

urnotl33t

macrumors 6502
Jan 26, 2017
399
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Cary, NC, USA
Isn't it just plain false advertising? I mean I guess you can relax if you don't care at all about your iPhone being scratched all around and the battery is not bad but doesn't recording videos suck it up the most?
Nope, I don't. Naked iPhone SE 2016 since day 1. The scuffs and minor abrasions give it more character and show it's been loved. It's also perfectly intact. Never been dropped.

Cases trick you into being more careless and foolhardy. It's a psychological ploy by the manufacturers to make you think you're stupid. (you're not stupid). Plus, the square edges make it easier to hold (iPhone 4-SE and again since iPhone 12). Apple was stupid from iPhone 6-11 with idiotic rounded edges. What moron in the design team came up with that?
 

Mr. Dee

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Dec 4, 2003
3,735
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Nope, I don't. Naked iPhone SE 2016 since day 1. The scuffs and minor abrasions give it more character and show it's been loved. It's also perfectly intact. Never been dropped.

Cases trick you into being more careless and foolhardy. It's a psychological ploy by the manufacturers to make you think you're stupid. (you're not stupid). Plus, the square edges make it easier to hold (iPhone 4-SE and again since iPhone 12). Apple was stupid from iPhone 6-11 with idiotic rounded edges. What moron in the design team came up with that?
I bought a case (RED) leather case from Apple the same day I bought my 1,200 dollar iPhone X. It was a sound investment. My iPhone X is over 5 years old, not a scratch on it and I don’t even have a screen protector. I have lost count the amount of times I have dropped it; and its not due to the rounded corners either. In striking contrast, my co-worker has a iPhone 12 Pro Max and its so beat up! Personally, I just think I care my things more.
 

Mug_narwhal.0m

macrumors newbie
Oct 6, 2021
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The phone recording did go on for 5 hours and 17 minutes impressively... But shot in HD-30 frames per seconds...
 

mjs916

macrumors regular
Apr 1, 2018
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Sacramento, CA
Eg, the bike ride ad vs Apple's own warnings about how vibrations like on bikes can damage the iPhone's OIS.

Clearly the marketing firm making the ads are not having tight communications with the engineers.

There are already lawsuits about Apple's representation how water resistant the iPhones are in the past.

Ads can be fun, but it can also misrepresent of mislead people. Hence the term false advertising.

This kid riding leisurely around a cul de sac on a bicycle isn’t a “motorbike” so their lawyers probably aren’t losing any sleep over this.

Apple warned against mounting them on powered bikes due to the vibrations. They also advised that if you must, it’s advisable to dampen the vibrations with a suitable mount.
 
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ian87w

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This kid riding leisurely around a cul de sac on a bicycle isn’t a “motorbike” so their lawyers probably aren’t losing any sleep over this.

Apple warned against mounting them on powered bikes due to the vibrations. They also advised that if you must, it’s advisable to dampen the vibrations with a suitable mount.
Well, that's where the lawyers come in, using semantics and specifics. But in the end, the imagery from the ad in the minds of consumers are clear. "Oh I can use my iPhone like an action cam...."
 
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