Apple Highlights Key iPhone 17 and 17 Pro Hardware Upgrade in New Ad

[MacRumors]

Apple today shared a new "Slide" ad that highlights the Ceramic Shield 2 cover glass on the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max.

The ad shows an ongoing negotiation, during which an iPhone 17 Pro with the screen facing down is slid back and forth across a long table.

Apple says the Ceramic Shield 2 above the screen offers 3× better scratch resistance compared to the iPhone 16 lineup, and it says the material is tougher than any smartphone glass or glass-ceramic mix. "Relax, it's iPhone 17," the ad concludes.

Article Link: Apple Highlights Key iPhone 17 and 17 Pro Hardware Upgrade in New Ad

 

[TheDailyApple]

So they'll cover screen scratches under warranty, right? Right?!

 

[daneoni]

Yeah...no chance the screen stays intact after that

 

[Ctrlos]

No mention of the Air 🙁

And they wonder why it doesn't sell.

 

[therunningman]

*Do not attempt

 

[coolfactor]

Yeah...no chance the screen stays intact after that

I've had iPhones for 18 years, and never use screen protectors. Never, not once, had a blemish on the screen. My current iPhone 13 Pro (4 years old) is in pristine condition. I do use a protective case for drops, though. I am very curious why people are so afraid of their screens getting scratched? Does it really happen?

If this ad is lying to people, wouldn't Apple be liable? I choose to believe that the screen can hold up to this table surfing.

P.S. This is a great ad! Well done, Apple! Short, sweet and clearly demonstrates the selling point.

 

[JoeSilver]

Does it mean that Canadians polish their meeting room tables extremely well?

 

[Phogro]

I'll say this the 17's screen has been much more durable than the 14 pro which was about as soft as warm butter to micro scratches.

 

[BarrettF77]

I don't know how they rationalize this as though this isn't going to hairline scratch the hell out of that screen. Again, apple making promises it can't deliver on.

 

[JoeSilver]

I believed them completely when they threw it against nails, keys, stones and coins:

So why not a table?

 

[t0rqx]

So nobody calling out the Keynote ad where iPhone 17 Pros were swinging across debris, glass, rocks and the aluminium scuffs when applying Apple's own Magsafe chargers plateau?

 

[jamezcua]

That bright orange looks so professional 😍

 

[Alfonson]

So they'll cover screen scratches under warranty, right? Right?!

I hope they will never do that as it would motivate every moron to claim warranty for his own mistake and that will only raise prices

 

[lotones]

I've had iPhones for 18 years, and never use screen protectors. Never, not once, had a blemish on the screen. My current iPhone 13 Pro (4 years old) is in pristine condition. I do use a protective case for drops, though. I am very curious why people are so afraid of their screens getting scratched? Does it really happen?

yes. When I'm out and about I keep my iPhone in the same pocket as my car keys, so a screen protector is necessary.

 

[flybynight]

Are we ever gonna get the big table in here, or do I have to cut down that f***ing tree myself?

 

[JoeSilver]

yes. When I'm out and about I keep my iPhone in the same pocket as my car keys, so a screen protector is necessary.

I wouldn't do it, even with a screen protector.

 

[needsomecoffee]

Had to turn on captioning to understand the key dialog at the end: "Not a chance." Was Nolan involved in this ??

 

[Evagoras2001]

Try throwing it face up, the aluminum will be full of scratches

 

[artifex]

I hope my phone would have locked the screen, either from the short timeout or the antitheft feature that senses when it leaves owner's control and is in motion.

 

[MiaBchDave]

I was worried more about the table.

 

[daneoni]

I've had iPhones for 18 years, and never use screen protectors. Never, not once, had a blemish on the screen. My current iPhone 13 Pro (4 years old) is in pristine condition. I do use a protective case for drops, though. I am very curious why people are so afraid of their screens getting scratched? Does it really happen?

If this ad is lying to people, wouldn't Apple be liable? I choose to believe that the screen can hold up to this table surfing.

P.S. This is a great ad! Well done, Apple! Short, sweet and clearly demonstrates the selling point.

There'll be micro-scratches at the very least

Whilst an Apple ad might pull it off in a supremely clean table. Most tables won't be that clean and will have grit

 

[bLackjackj]

With about 6 months till the 18, why would you bother? The 17 is already an old 2025 model.

 

[JoeSilver]

Try throwing it face up, the aluminum will be full of scratches

If the 3 times more resistant screen was scientifically true, would you still prefer having no scratches on the back of a so-called titanium phone rather than no scratches on its screen?

 

[ErzWolf]

Would have boosted the Ad, if they chose a different Setting:

 

[KENESS]

With about 6 months till the 18, why would you bother? The 17 is already an old 2025 model.

There's always going to be a new phone around the corner. Especially if they're switching half the main line to spring and leaving half in fall as rumored.

Most people aren't hung up on the latest-greatest obsession. If you need a phone, get a phone.

Anyway, it is more like +-9 months, not 6. That's a LONG time to wait if you need, or are ready for, a new phone. That would just be silly.