Apple Shares 'Fumble' Ad Highlighting iPhone 12 Ceramic Shield

[MacRumors]

Apple today shared a new ad that focuses on the iPhone 12's durability, specifically highlighting the Ceramic Shield display, which is meant to be tougher than standard smartphone glass.

In the ad, a woman's iPhone 12 slips out of her hand and she fumbles with it for several seconds before it flies out of her grip and lands on the ground, coming away unscathed.

"iPhone 12 with Ceramic Shield. Tougher than any smartphone glass. Relax, it's the iPhone," reads the video's caption.

All of the iPhone 12 models feature Ceramic Shield OLED displays, which Apple says offers four times better drop protection than was available with prior iPhone models.

The Ceramic Shield material, which comes from Corning, is made by infusing nano-ceramic crystals into glass to improve durability. Though the Ceramic Shield seems to be better able to withstand drops than prior iPhone display technology, it is still prone to scratching.

Article Link: Apple Shares 'Fumble' Ad Highlighting iPhone 12 Ceramic Shield

 

[moabal]

I almost read this as “Apple shares fumble”.

 

[Mikman]

Funny how it hits the much softer dirt/sand type. Why not just let it drop on the sidewalk if they are so proud of the ceramic display?

 

[masterleep]

Ground rather than concrete was a let down.

 

[MasterMaCanada59]

Funny !

 

[miniyou64]

Yeah try it on asphalt...

 

[magicschoolbus]

This is me holding Apple shares; and the shares are the iPhone.

 

[vmac556]

Lol falls on dirt. What a joke

 

[CJ Dorschel]

I’ve dropped my iPhone 11 Pro with a PITAKA Slim case so many times I’m beginning to worry. Just today I dropped it fumbling for bags out of my car and it landed front down on my garage floor. Not a scratch.

Still makes me shout every time in panic lol. Maybe I’m unlucky but lucky 🤷🏼‍♂️

 

[vicviper789]

What an annoying sound ...

 

[slicktor]

Just make sure to fumble it toward soft sand and dirt! *may scratch tho

 

[MBAir2010]

i posted a funny scenario on the twitter page pertaining to this video
instead of here which will that will draw a few criticismic replies here.

 

[dannyyankou]

I can only speak for myself, but I’ve had the iPhone 12 Pro since launch and this is the best condition I’ve ever had an iPhone with 5 months of usage

 

[Scottsoapbox]

Meanwhile my iPhone 12 Mini has a scratch in the middle of the display from just being in my pocket.

Never dropped.
Never scratched a previous iPhone.
But sure this is somehow more scratch resistant.

 

[TheYayAreaLiving 🎗️]

I like this commercial. It’s dope.

 

[sartorius]

My iPhone 12 Pro already has a hairline scratch on it, even though I baby my phone. Never dropped, always alone in pocket.

But suuuuure, it has a Ceramic Shield.

Come back when the screen is sapphire

 

[applicious84]

It took a really long time for that to just fall in the dirt. I wonder how much it will be to replace a screen if it falls. Will it be less because the screens are more durable or will it be more because they cost more from corning? Maybe it will be the same. Whatever it is, I hope it doesn't come with the sound on that commercial

 

[alchemistmuffin]

Not a new ad. It’s been on TV for a week now.

Apple just made the ad viewable to public on YouTube channel just now.

 

[-DMN-]

Woman: iPhone sprung towards what looks to be middle of the intersection
Ground: I will shapeshift to a fluffy cloud of dirt

 

[red elma]

Love the tabla music... but the ad is horrible

 

[joelhinch]

Wow. Mightaswell have shown the phone landing in a foam pit.

 

[aesc80]

Funny considering my iPhone 12 Pro Max is easily my most dropped phone like every. Hot damn, what is it about this thing that its so damn easy to drop!!?!?

 

[-DMN-]

Love the tabla music... but the ad is horrible

I’m completely opposite lol

 

[Madmic23]

Wouldn’t every phone survive landing in that pile of dirt? It didn’t look like a very hard landing.

 

[shando]

Good acting