Apple Shares New 'Snap-a-Mole' Camera Control Ad

[MacRumors]

Apple today shared a new ad titled "Snap-a-Mole" in the UAE, Saudi Arabia, and Turkey to highlight the iPhone 16 Pro's Camera Control feature.

The ad shows a photographer quickly grabbing photos with the Camera Control on the iPhone 16 Pro, using gestures to zoom in and change Photographic Styles rapidly. As a key feature of the iPhone 16 lineup, the Camera Control has been the subject of Apple ads in the past. From the latest video's description:

Never miss a shot with Camera Control. An easier way to access your camera, adjust functions like zoom, exposure, or depth of field, and toggle between Photographic Styles.

The ad ends with the words "Snap in a snap."

Article Link: Apple Shares New 'Snap-a-Mole' Camera Control Ad

 

[dustin_]

i’ve never used camera control, but just watching this it seems like an awkward way to hold your phone. is it not easier to just use the on screen button?

 

[FloridaScrubJay]

Great ad! The camera control works quite well.

 

[rudymalmquist]

uh, thats not a mole

 

[alexandr]

i’ve never used camera control, but just watching this it seems like an awkward way to hold your phone. is it not easier to just use the on screen button?

No, it's a perfectly fine way to hold your phone both horizontal and vertical.

 

[Jakesky123]

"Apple pulls latest ad after backlash from moles"

 

[Apple247]

I finally disabled the Camera Control within the Camera app. I was constantly accidentally zooming, just holding my phone and taking pictures the way I have for the last 15 years. Are people really breaking their pinch-to-zoom habits and using this thing?

 

[Bones402]

Pretty sure well 100% sure that is not a mole....Yikes

 

[jsalda]

uh, thats not a mole

This. If they really wanted to take pics of moles, they would've shot the commercial at my house.

 

[tomtad]

Curious how long this is going to last given Apple's disastrous marketing track record of late

 

[Spock]

I think they need a new ad agency...

 

[Rradcircless]

Camera control is my go to button for opening the camera. That’s it. I don’t know if it’s the animation that happens when I press it to take a picture but it feels like I’m accidentally taking three pictures at once and it’s quite off putting.

 

[Rradcircless]

Great ad! The camera control works quite well.

Teach us your secrets 🥺

 

[contacos]

Who holds their phone like that though

 

[RobertPS]

End result: blurry photos.

 

[Jumpthesnark]

uh, thats not a mole

Well there's no sideshow game called "Whack-a-gopher," so maybe they were trying to be cute rather than pedantic. Which goes better with the tone of the ad.

 

[TechRunner]

I tried to use it when I first got my 16PM to build some muscle memory for it, but ended up pretty much abandoning it.

 

[Corpuscle]

i’ve never used camera control, but just watching this it seems like an awkward way to hold your phone.

It's not!

is it not easier to just use the on screen button?

NO!

 

[citysnaps]

Camera control button is great. From opening the camera app (double click), to zooming in/out, to making the exposure. It's far more stable than touching the button on the screen.

 

[BigJayhawk]

uh, thats not a mole

Pretty sure it is a Prairie Dog colony

 

[BigJayhawk]

Pretty sure well 100% sure that is not a mole....Yikes

Prairie Dog colony I believe

 

[Bones402]

Prairie Dog colony I believe

Apple is on one hell of a run in advertising. Maybe the Holiday ad will bring tears to our eyes.

 

[hugogogo2003]

fun ad, useless feature, disabled it because it kept sliding parameters by mistake

 

[fatTribble]

I really want to like and use the camera control. I’ve played around with it many times taking test photos. But when the situation arises, I forget it’s there.

 

[DC Wallaby]

Pretty sure well 100% sure that is not a mole....Yikes

No, they are not moles. But it is a play on the classic game “Whack-A-Mole,” which also typically depicts ground squirrels (marmots, prairie dogs, etc.) rather than actual moles.

… Probably because actual moles are ugly as sin.