Apple Promotes iPhone 12 'Ceramic Shield' Display In New 'Cook' Ad

[MacRumors]

In a new ad on its YouTube channel, Apple is promoting the durability and water resistance of the iPhone 12 and the performance of the "Ceramic Shield" display.

The ad, named "Cook," showcases a chef putting an iPhone 12‌ through its paces by splashing it with liquids and flour, plus dropping it on its screen multiple times. The ad aims to highlight the "Ceramic Shield" display on the iPhone 12, a new type of glass made by "introducing nano-ceramic crystals into the glass."

Apple claims this new glass on the front and back of iPhone 12 models results in four times better drop performance and calls it the toughest glass in any smartphone. ‌iPhone 12‌ models are certified with an IP68 rating, allowing them to withstand submersion in up to 6 meters of water for up to 30 minutes.


Article Link: Apple Promotes iPhone 12 'Ceramic Shield' Display In New 'Cook' Ad

 

[Knightcastle]

Notice when he threw it above his head there was a sound effect to suggest it landed in something soft...

 

[mi7chy]

Is water resistance covered under warranty? If not, it's disingenuous to market it.

 

[NBAasDOGG]

Ceramic Shield is not different from other iPhones when it comes to scratch resistance.​

My iPhone 12 Mini is full of micro scratches and no different from my previous phones.​

 

[yegon]

It emboldens your font too it seems.

 

[mozumder]

That can't be good for getting people to not crack their phones

 

[Mr. Dee]

If the pandemic proves anything is that the iPhone is the not the solution to life’s problems. But people sure are buying the latest version. The amount of kids I see walking around with one is astounding!

 

[TheDailyApple]

Ceramic Shield is not different from other iPhones when it comes to scratch resistance.
My iPhone 12 Mini is full of micro scratches and no different from my previous phones.

Greater drop resistance doesn’t equal greater scratch resistance. In fact it’s the opposite. Harder materials are more resistant to scratching but more prone to shattering and cracking. More flexible materials are resistant to cracking or shattering since they can flex to absorb the shock, but they with scratch more easily.

Apple opted for the latter since shattering a phone is worse than scratching it. If you absolutely can’t stand scratches, buy a glass screen protector.

 

[TechieGeek]

Ceramic Shield is not different from other iPhones when it comes to scratch resistance.​

My iPhone 12 Mini is full of micro scratches and no different from my previous phones.​

Materials can either be harder and more brittle, or softer and less brittle.

If something is less shatter-resistant, then it must be more prone to scratches.
If something is less prone to scratches, then it must be more brittle.

 

[colleen8463]

The content is fun and I get it's meant to be exaggerated and light hearted, but feels a bit disingenuous and misleading. I mean, you shouldn't be leaving your phone in piles of flour, tossing it in the air to catch it, and rinsing it out in the sink. I take the water resistance to mean it's okay if my phone gets a little wet in the rain, not stick it under the kitchen sink. These are still very expensive and moderately fragile items and this ad is misleading.

 

[ghostface147]

I’ve dropped my iPhone 12 with no case on tile several times. After the sixth time, it finally cracked. Apple replaced the screen, but broke something during calibration. They replaced the phone.

 

[justinfreid]

The back of iPhones do not have Ceramic Shield.

 

[jogl]

I accidentally brushed my 12 mini with a feather and it scratched.

 

[1258186]

What a great idea. Throw your shiny new $1,000 iPhone around the kitchen because we all know how resistant to scratches it is.

 

[0-0]

after watching phonebuff drop test video on YouTube, I know this ad is highly accurate. great job apple !

 

[fonzy91]

Pretty surprised they showed him rinsing it with water, BUT I did go swim with my iPhone to film some fish with no case on, and it was perfectly fine. So I totally trust how water-proof iPhones are nowadays.

 

[armhol]

With this ad being called Cook, shouldn’t they have had Tim in the role?

On a side note, i would not describe this actor as a chef as in the article. More a cook, defo not a chef!

 

[Apple_Robert]

The content is fun and I get it's meant to be exaggerated and light hearted, but feels a bit disingenuous and misleading. I mean, you shouldn't be leaving your phone in piles of flour, tossing it in the air to catch it, and rinsing it out in the sink. I take the water resistance to mean it's okay if my phone gets a little wet in the rain, not stick it under the kitchen sink. These are still very expensive and moderately fragile items and this ad is misleading.

Good post for a newbie.

 

[TheYayAreaLiving 🎗]

Love the ceramic glass! Hope Apple makes it even more stronger

 

[JosephAW]

Let’s see them wash the flower out the lightning port.

 

[JosephAW]

I accidentally brushed my 12 mini with a feather and it scratched.

You sure that wasn’t a dragon scale?

 

[macsareveryinteresting]

You sure that wasn’t a dragon scale?

With a feather?

 

[colleen8463]

Good post for a newbie.

I work in advertising

 

[Rochy Bay]

In a new ad on its YouTube channel, Apple is promoting the durability and water resistance of the iPhone 12 and the performance of the "Ceramic Shield" display.

The ad, named "Cook," showcases a chef putting an iPhone 12‌ through its paces by splashing it with liquids and flour, plus dropping it on its screen multiple times. The ad aims to highlight the "Ceramic Shield" display on the iPhone 12, a new type of glass made by "introducing nano-ceramic crystals into the glass."

Apple claims this new glass on the front and back of iPhone 12 models results in four times better drop performance and calls it the toughest glass in any smartphone. ‌iPhone 12‌ models are certified with an IP68 rating, allowing them to withstand submersion in up to 6 meters of water for up to 30 minutes.


Article Link: Apple Promotes iPhone 12 'Ceramic Shield' Display In New 'Cook' Ad

Sister in law dropped the i 12 and the thing landed dead. I was LOL while i still have my 11 Pro that i drop all the time. Clearly the quality has gone down the rails.

 

[filmantopia]

My iPhone 12 has had some really nasty falls onto very hard floors lately and it’s survived beautifully so far.