Apple Shares Ads Highlighting iPhone 14 Action Mode and iOS 16 Messages Undo Send

[MacRumors]

Apple today shared a new iPhone 14 ad promoting Action Mode, a camera feature that was added to the latest devices. Action Mode provides additional stabilization when capturing video while moving, making it ideal for shots that would otherwise not be possible on a smartphone without specialized equipment.

In the ad spot, a mother uses Action Mode to film her son in a race, running alongside him to capture the action. Apple has said that Action Mode is meant to replicate the stable video that you can typically only get when using a gimbal. This is the second Action Mode-specific ad that Apple has shared, first introducing a two minute Action Mode spot back in November. Action Mode is not enabled by default, but can be activated through the Action Mode icon when in video mode.

Apple has also uploaded an ad featuring the iOS 16 message undo send feature, which allow an iMessage to be unsent for a short period of time after it goes out. In the ad, a man pet sitting a lizard appears to have killed the lizard as it looks dead. He sends a text message letting his friend know that the lizard dies, when suddenly it moves. He's able to unsend the message before his friend sees it.

While Action Mode is limited to the new models, the undo send feature for the Messages app is available on all devices that are able to run iOS 16.

Article Link: Apple Shares Ads Highlighting iPhone 14 Action Mode and iOS 16 Messages Undo Send

 

[JosephAW]

Medic!

 

[dandyryan]

That unsent message is still visible in the notifications of non-iOS16 users.

 

[_Spinn_]

Action mode looks pretty cool!

I don’t think I’ve ever bothered to use the edit or undo send in iMessage.

 

[jimthing]

"Aaah, who's a good little lizard, then"

 

[krewger]

I can attest that it works driving off-road

 

[citysnaps]

Pretty cool!

 

[sorgo †]

Medic!

For the mom or the lizard? 😲

 

[anthogag]

Race-With-iPhone could be a new olympic event.

 

[Morgenland]

For action stuff or calm city walking, I had previously used a gimbal from DJI for the iPhone very successfully.
Advantage: Safe to hold in the hand.
Disadvantage: Heavy and large.
Let's see to what extent this unit is now superfluous.
Looks promising, thanks Apple!

Here is a fairly early paper on this topic (the smart ones from this Stanford group certainly work for Apple these days)

https://research.nvidia.com/sites/default/files/pubs/2014-09_A-Non-Linear-Filter/bell_troccoli_pulli_eccv2014.pdf

 

[Abazigal]

Could have screened it next to Google’s RCS advert.

 

[Morgenland]

Could have screened it next to Google’s RCS advert.

next to what? ;-)

 

[svish]

iPhone cameras have come a long way. Expecting to see some major improvements in this year’s iPhone 15 Pro Max/Ultra.

 

[TheYayAreaLiving 🎗️]

iPhone 14 just got real with the shaky camera. 🏃‍♀️

Action Mode while surfing? Next? 🌊🏄‍♀️

 

[Mr. Dee]

Can't mom just live in the moment instead of wanting to record it?
Maybe if you spent less time on the iPhone you wouldn't have thought you had killed your best friends pet.

 

[Powerguru]

Can't mom just live in the moment instead of wanting to record it?
Maybe if you spent less time on the iPhone you wouldn't have thought you had killed your best friends pet.

iPhone 14 video stabilization is great. You have to try it to see the difference. Btw, You can’t say that about privilege people. Apple’s and America’s favorite advertisement people for last 3 years.

 

[MacLC]

Can't mom just live in the moment instead of wanting to record it?
Maybe if you spent less time on the iPhone you wouldn't have thought you had killed your best friends pet.

1) To me it's Apple trying to appear "inclusive" in advertising but pardon the pun, inadvertently characterize black mothers as obnoxious, disrespectful of others, and of course overweight. The song doesn't help.

Also, the son keeps passing by more kids than were at the starting line.

2) That would require truth in advertising.

 

[cocoua]

rampage! xD

 

[jennyp]

Disadvantage with action mode is the heavy cropping, which you don't get with a gimbal.

 

[CK1Czar]

The Action Mode commercial was cute

 

[No5tromo]

mom looks like she's about to murder someone

 

[Arran]

Good ad. Educational. I’ve had a 14 since launch and had no idea Action Mode existed.

 

[cocoua]

Disadvantage with action mode is the heavy cropping, which you don't get with a gimbal.

that's why in the add (and in the iPhone itself) it switches auto to 0.5 lens.

anyway, as it is said, the best camera gimbal is the one you always carry on.

 

[1288261]

Action ad one of the most hilarious ad apple has released. i bursted out laughing, the way they stabilized the phone so the whole world was shaking and the actresses demeanor and her snap judgment of action mode. Apple needs more creative directors willing to take these risks, without their marketing getting so bland

 

[PowerButton]

Those are some pretty funny ads 🤣
I really liked the way they filmed the iPhone 14 one.