Apple Highlights iPhone 13 Battery Life and Durability in New Ads

[1rottenapple]

Apple ads used to be so funny and inventive. It’s So boring now. They have an Apple Watch commercial where people are swept out to sea and they calling 911. Like really? Where’s the dancing white silhouettes man. Or the I’m a Mac add with the memorable windows guy.

 

[AppleTLDR]

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...."

That isn’t semantics. A bicycle and a motorcycle have a frame and two wheels in common but that’s about it. Bicycles aren’t motorised vehicles. And they can’t reach close to the speeds of a motorbike. Pretty sure a child riding their bike with an iPhone attached now and then isn’t going to damage the OIS. Repeated and consistent use attached to a motorbike for many weeks and months? Perhaps. But these two aren’t the same. And as a debating point for semantics? it’s a pretty weak argument.

More though I think most people are intelligent enough to understand that the point of the advert isn’t to suggest the iPhone can video record from morning to night. But to emphasise the point that the device has great battery life. And the clear disclaimer at the end of the advert says that battery life will vary by use. We don’t see the child literally using the device constantly for the entire day (that would be a very long advert). It’s implied of course from a satirical standpoint but any person with evem a modicum of critical thinking skills will realise that it isn’t a real scenario. Nobody stays on a bicycle uninterrupted from sunrise to sunset.

It’s a simple advert with a simple message. The iPhone 13 has great battery life. Nothing more. Nothing less.

 

[shando]

Really enjoyed the music

 

[danielsutton]

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

One of the problems with ads like this is that it makes iPhones look like children's' toys. This is one of the reason why Apple has traditionally not been seen as a serious technology company. If Apple wants to show us how durable their newest iPhones are, why not make an ad featuring construction workers working high above the city streets. A construction worker could drop their iPhone several stories and it can survive the fall. Also, rather than a child riding around on a bicycle, they could feature a video production studio where iPhones are used to record real broadcast-quality videos by directors or something similar.

Or an iPhone could be used to record training videos for enterprise clients. Something real-world. Yes, children and toddlers can use iPhones effectively, but so can adults! If Apple positioned their devices as mainstream technology rather than oddball gadgets, they could increase their market share. And, they could stand to lower prices a bit, technology has become much less expensive, especially since Apple is using their own silicon in iPhones, iPads, and now Macs.

Apple transitioned to their own processors to save money, and they could pass the savings onto us, which would encourage us to buy more of their products. I appreciate Apple very much and I want to see them become even more successful, but they will need to do things that so far they have not been doing.

 

[mrr]

The only thing I like more than my iPhone is my bicycle.

 

[infinitejest]

Is the iPhone 13 really that durable? I mean there's still a good chance that the screen might crack when you drop it on concrete!?

 

[Baretta]

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.

Particularly with their self-exaltation on what has been their probably weakest selling point for ages: the battery.
With 90BN/yearly R&D they have accomplished really nothing over the years.

 

[coso]

I wish my 13 Pro lasted like that. There are many 13P with autonomy problems

 

[ghanwani]

Didn’t like the ads. Apple can do much better.

 

[Dater]

wow! 5 hours of bicycle training everyday? the right way to go! then just need get Airpods Pro and an Apple Watch and then that girl under the tree will finally notice him...

Or just get an Bosch eBike and practise some cool like a Bosch songs. That could also work

 

[twistedpixel8]

The 13 seems less durable than the X. My X hasn’t got a single scratch on the front. My 13 pro has deep scratches from god knows what as I’m extremely careful with my phones. Never dropped, don’t keep anything in the same pocket as them, they sit in a soft cubby in my car with no sharp edges… who knows.

 

[LiveM]

Kid’s got a 1TB iPhone and 4TB iCloud subscription.

Five hours of sideways video looking at your unchanging expression and saying nothing - whatever for?

 

[e1me5]

And I hold my 13Pro with both hands and being extra careful every time I use it, just in case. Battery is strong though, I easily get a full day of usage without worrying it will run out and sometimes I get a day and a half just because it can! ?

 

[dumastudetto]

If you're not using iPhone, you're almost certainly running low on battery.

 

[Rastapopoulos]

Does anyone know why Apple always refers to the iPhone as if it’s a person or something?

I always feel there should be a word before iPhone, so in this case: “Relax, it’s an/a/the iPhone“.

Seems unnatural to me, but maybe I’m alone?

 

[Powerguru]

Kids recording themselves. Aimlessly. That sums up our society today.

Good job Apple for showing reality. But but... you could have still sold millions of iPhones without this POS advt. and saved money.....Just saying!!!

 

[Zanton68]

The durability ads never show the phone been dropped on concrete….and they never mention that the phone is fairly crack resistant but not scratch resistant

Let’s see a real world ad where the phone is dropped on a road or tiled floor….

 

[EVGabe]

I have to admit, I own the regular iPhone 13, and even compared to my previous iPhone 12, the battery life has been pretty amazing. Unless there's a massive difference in functionality with the iPhone 14, I probably won't upgrade this time.

 

[urnotl33t]

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.

Yeah, same here. Just being more mindful. It's not a hockey puck! ?

 

[Saturn1217]

As the mother of a toddler, I have to say the second ad really speaks to me. My toddler thinks it is great fun to run off with my phone.

 

[lybentius]

Does anyone know why Apple always refers to the iPhone as if it’s a person or something?

I always feel there should be a word before iPhone, so in this case: “Relax, it’s an/a/the iPhone“.

Seems unnatural to me, but maybe I’m alone?

I noticed the same thing years ago with iPods. ??‍♂️

 

[gaximus]

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?

No, and yes. Everything is false advertising if you take it on the surface, but also its not. It doesn't show what the phone looks like after the toddler "uses" it, and it doesn't say how long the video is recording, it implies its from daytime to night time, but doesn't show that it's recording the whole time. It does show that it has good battery life and pretty durable.

I remember taking a marketing class a long time ago and learning how every ad is pretty much a lie. It a box of cereal says "No artificial flavors" well technically the flavor is not artificial, strawberry is a flavor, no matter how many chemicals are used to make the flavor. (Slightly off topic but I find it interesting.)

 

[jazz1]

Maybe if the kid had the Map app. up on his phone he could get out of the cup-de-sac. Seriously, my 13 iPhone Pro Max has great battery life. Yes, it is large, but the larger screen and battery life are worth it to me.

 

[Marrrum]

One of my favorite apple commercials is the “Part Of That World” one.

For me, it perfectly outlines why it doesn’t matter what gizmos competitors offer. If your in the apple-verse, your in the apple-verse. #rideordie ?

 

[Taz Mangus]

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. ? ?

View attachment 1947175

Battery life on my 13 Pro Max has been amazing as well.