Apple Shares New 'Unleash' iPhone X Ad Highlighting A11 Bionic Chip

[JPack]

Commercial is not film in America.

This ad was intended for China, hence the backgrounds. MOBA games are far more popular in China and the consumers are far more focused on specs.

The original version of the ad is available here:

https://www.apple.com/cn/iphone-x/#film-unleash

 

[DNichter]

Solid commercial, can definitely see the appeal to people. Apple's processors should get more love considering how good they are. I hope they bring them to the Mac one day.

 

[TimmeyCook]

What the hell is happening to Apple? Even their commercials are becoming ... worse.

They could have made fun of Samsung store employees, but it’s not okay to make fun of people that will be unemployed soon.

[doublepost=1532538653][/doublepost]

It's about time that they promote their in-house chips. They should've done in half a year ago really. What point is there in promoting an SoC that will no longer be the newest in just a couple of months?

... and still beats all of the competition!

 

[Superhappytree]

I honestly don't care about how fast the chips are when iOS's 'input-blocking' makes it feel sluggish and unresponsive.

My iPhone 5 on iOS 6 feels much faster than my iPhone 8.

Thank you for saying this! I still have my iPhone 5 running iOS 6 (which actually runs at a consistent 60fps everywhere without any of those random stutters that are hideously present in today’s iOS that make it feel as though it’s running at 20fps in areas), so I can actually compare it against my 6s running iOS 12. The former is smoother and snappier with no where near the amount of that annoying input-blocking.

I just don’t get impressed with their latest chipsets anymore when the software running on them doesn’t take advantage of it like it should. You can have all the cores and highest clock speeds in the world but what’s the point if the software is crap? I would kill to see what iOS 6 runs like on today’s chips, I can only imagine because even when running on 5 year old hardware it still feels snappier and smoother in many areas than today’s offerings.

It’s further proof to me that their software has gone down hill since and the software is what has always mattered most on their devices. It’s where the real magic happens (or used to anyway), the hawrdware is just a shell that better showcases it to sell it. I remember when iPhones actually got faster and snappier every year with the chips singing along in perfect harmony with the new software but sadly that doesn’t feel the case anymore.

 

[JPack]

It's about time that they promote their in-house chips. They should've done in half a year ago really. What point is there in promoting an SoC that will no longer be the newest in just a couple of months?

This ad is intended for broadcast in China. You can see the original ad here.

Huawei is about to launch the Mate 20 along with Kirin 980 (7nm). Leaked scores from several months ago show a significant jump in AnTuTu scores, which is what everyone in China looks at.

 

[MacBebe]

Ads featuring what the iPhone is all about instead of making fun of other company. To companies bashing other companies to sell their products, ... take note, LOL.

 

[DrumApple]

Can't stand how much advertising apple is doing nowadays. The products used to sell themselves. Makes the brand feel cheaper to me when I see a bunch of corny ads all around the web and tv.

 

[Jsameds]

Gotta get them sales in before the refresh in 8 weeks!

 

[TimmeyCook]

I honestly don't care about how fast the chips are when iOS's 'input-blocking' makes it feel sluggish and unresponsive.

My iPhone 5 on iOS 6 feels much faster than my iPhone 8.

“Input-blocking”, so that’s the new made up thing that they are making up now?

What is a “input-blocking”? Is that 28 day thing?

 

[DNichter]

I don't understand why there is so much hate for a company that makes electronic devices. If I don't like a companies products, I just don't buy them and I move on with my life. It's kind of sad to see so many people that just come here to complain about products that they don't even use. What's the point.

 

[L-Viz]

Unleash

 

[m0sher]

I play Fortnite on my X without any lag or problems.

I concur A11 is the fastest mobile CPU chip when you look at benchmarks that actually test ALL 4 Cores which crushes Snapdragon 845 scores.

For those looking at this negatively, Why not brag about whete your chip exceeds your competition at?

 

[Altis]

“Input-blocking”, so that’s the new made up thing that they are making up now?

What is a “input-blocking”? Is that 28 day thing?

Go into Safari, and open a link in a new tab. See how long you have to wait before you can do anything else, like scrolling.

Input-blocking is when the device is completely unresponsive to your input while some animation is playing (even if it appears to be done). It was atrocious with iOS 7, and 6 months later 7.1 improved it a bit. But it's still pretty bad.

I'd say that about 30% of my input gets ignored. It makes it feel unresponsive.

 

[meaning-matters]

At end serieus frame rate issues

 

[3460169]

“Input-blocking”, so that’s the new made up thing that they are making up now?

What is a “input-blocking”? Is that 28 day thing?

I had to google it to be sure, but it's basically when the OS purposely injects some pause or delay in recognizing input (e.g. in our case with a touch-screen phone, simply tapping the screen). To put it another way, it briefly ignores your input presumably with the purpose of avoiding mis-taps or multi-taps, etc.

One of the first hits on Google was back to a thread here, about iOS 9 compared to iOS 8
https://forums.macrumors.com/thread...responsiveness-due-to-input-blocking.1942001/

Some good examples there.

 

[FFR]

Go into Safari, and open a link in a new tab. See how long you have to wait before you can do anything else, like scrolling.

Input-blocking is when the device is completely unresponsive to your input while some animation is playing (even if it appears to be done). It was atrocious with iOS 7, and 6 months later 7.1 improved it a bit. But it's still pretty bad.

I'd say that about 30% of my input gets ignored. It makes it feel unresponsive.

I just tried on an x.
I’m not getting what you’re describing.
When I click a link I can scroll as soon as the page is loaded, before that I can tap the address bar or the back button.

If you think it has something to do with animations you can reduce it in settings.

Short of that, you might try removing your screen protector?

 

[PickUrPoison]

I don't understand why there is so much hate for a company that makes electronic devices. If I don't like a companies products, I just don't buy them and I move on with my life. It's kind of sad to see so many people that just come here to complain about products that they don't even use. What's the point.

A few things come to mind, in no particular order:

1) Justifying in their head why they don’t really want the products they can’t afford.

2) Getting a little thrill out of winding people up.

3) Getting attention from others, even if it’s negative attention, is validating to their ego. If people argue with them, they must be worthy of being argued with. Someone cares enough to respond, and it doesn’t matter that they disagree.

 

[JPack]

I play Fortnite on my X without any lag or problems.

I concur A11 is the fastest mobile CPU chip when you look at benchmarks that actually test ALL 4 Cores which crushes Snapdragon 845 scores.

For those looking at this negatively, Why not brag about whete your chip exceeds your competition at?

Apple lost the 3D performance crown a while ago.

The A11 doesn't stand out in AnTuTu or 3DMark anymore and hasn't since a few years ago. The A11 is the undisputed champion in Geekbench though.

 

[madKIR]

Yeah, yeah, yeah....amazing chip, but horrible hardware design that makes the phone overheat a lot, which throttles its performance and dims the screen. The X is not a great phone for the money. It's just ok. Using this phone in the summertime is a whole different issue: you can't really perform any processor hungry tasks, as it starts lagging like crazy due to the high temperatures.

 

[DNichter]

A few things come to mind, in no particular order:

1) Justifying in their head why they don’t really want the products they can’t afford.

2) Getting a little thrill out of winding people up.

3) Getting attention from others, even if it’s negative attention, is validating to their ego. If people argue with them, they must be worthy of being argued with. Someone cares enough to respond, and it doesn’t matter that they disagree.

You’re likely right, it’s just such a strange thing to me. I enjoy the forum and certainly don’t mind valid criticism, but it just feels like complaining about nothing trying to get a rise out of someone.

 

[Altis]

I just tried on an x.
I’m not getting what you’re describing.
When I click a link I can scroll as soon as the page is loaded, before that I can tap the address bar or the back button.

If you think it has something to do with animations you can reduce it in settings.

Short of that, you might try removing your screen protector?

Is your tab opening in background? That's how mine is set up.

I don't have a screen protector and disabling animations does not improve the input blocking time. The only solution I've seen is jailbreaking to remove the delay.

It's all over the OS. Half the time the keyboard pops up I start typing before it starts accepting input. People who use their device more slowly aren't likely to notice this, but for those of us who tend to use them quickly, it's been a thorn in my side ever since.

I am hearing that it might be improved for iOS 12, at least.

 

[m0sher]

Yeah, yeah, yeah....amazing chip, but horrible hardware design that makes the phone overheat a lot, which throttles its performance and dims the screen. The X is not a great phone for the money. It's just ok. Using this phone in the summertime is a whole different issue: you can't really perform any processor hungry tasks, as it starts lagging like crazy due to the high temperatures.

There is no issues with the chip overheating that cause the issues you state, unlike Samsung’s new S9 which cannot video record more than five minutes of 4K video because it starts to burn up. There’s no 4K video recording limitation on the CPU for Apple.

I play Fortnite for two hours at a time on my X, never had it freeze once.

 

[FFR]

Is your tab opening in background? That's how mine is set up.

I don't have a screen protector and disabling animations does not improve the input blocking time. The only solution I've seen is jailbreaking to remove the delay.

It's all over the OS. Half the time the keyboard pops up I start typing before it starts accepting input. People who use their device more slowly aren't likely to notice this, but for those of us who tend to use them quickly, it's been a thorn in my side ever since.

I am hearing that it might be improved for iOS 12, at least.

Just tried the opening in in the background but by the time I switch windows it’s already loaded.

No idea. As you said maybe os 12
Will help.
What devices are you running.

 

[FFR]

A few things come to mind, in no particular order:

1) Justifying in their head why they don’t really want the products they can’t afford.

2) Getting a little thrill out of winding people up.

3) Getting attention from others, even if it’s negative attention, is validating to their ego. If people argue with them, they must be worthy of being argued with. Someone cares enough to respond, and it doesn’t matter that they disagree.

I think you hit the nail on the head with number 1.

 

[urtules]

I honestly don't care about how fast the chips are when iOS's 'input-blocking' makes it feel sluggish and unresponsive.

What do you mean by input blocking?