Apple Shares New 'Unlock' iPhone X Ad Demonstrating Face ID

[ipedro]

Fantastic!

This is actually how I feel with Face ID. Look at the screen to unlock the phone, to unhide my texts and notifications, to pay, to insert passwords. It’s seriously incredible and works as advertised. Touch ID on my iPad feels archaic in comparison.

 

[mhaniff]

I wonder what kind of individual in HIGH SCHOOL would be able afford let alone finance an iPhone X.

Come on Apple.

 

[caliguy]

Grouped notification made an appearance near the end of the video (0:50)

Really stellar UX design, too.

 

[davenlm]

Love my iPhone X, but you could have solved the UI bug at least on he ad...

 

[BeamWalker]

Why go through the trouble of FaceID, just buy a graybox.

 

[78Bandit]

That ad was entertaining in the same way the Microsoft Surface dancing ads were. I'm sure someone thought they were amusing, but they aren't to my taste at all.

If Apple wanted to get the the FaceID unlock message across they would have been much better off showing one person across multiple scenes with a hat, sunglasses, long hair, short hair, bleached hair, a beard, a huuuggge pimple, and other changes to demonstrate FaceID "just works" regardless of how you change your appearance.

This ad missed the mark pretty bad IMHO.

 

[0003939]

Really stellar UX design, too.

I do not see that. Lol. I see a perfect wrapper around the 2 lines of text.

 

[Glideslope]

Ever since Steve Jobs passed away and that clueless MBA suit Tim Cook has been CEO, Apple’s ads have been both forgettable and filled with clutter. That’s because that mediocre hack Cook got rid of Jobs’s decades-long practice of using TWBA\Chiat\Day (one of the best ad agencies on the planet, the same agency that did the legendary “1984” commercial and the “Get a Mac” campaign) and instead decided to create Apple’s ads in-house.

Thank you.

 

[MacsRgr8]

No need for Face ID if you have GreyKey.

 

[Ds6778]

She forgot to swipe up every time the locker unlocked.

 

[macsrcool1234]

...just dont lay down, dont look too close, and keep the perfect angle.

faceid is far less flexible than touchid ever was. they need to allow multiple faces, imo.

 

[petsounds]

Ever since Steve Jobs passed away and that clueless MBA suit Tim Cook has been CEO, Apple’s ads have been both forgettable and filled with clutter. That’s because that mediocre hack Cook got rid of Jobs’s decades-long practice of using TWBA\Chiat\Day (one of the best ad agencies on the planet, the same agency that did the legendary “1984” commercial and the “Get a Mac” campaign) and instead decided to create Apple’s ads in-house.

That was probably Schiller's decision, as he is head of Marcom. I doubt Tim gets too involved with marketing because he knows it's way outside his area of expertise.

I don't disagree that the ads have by and large been worse since they started producing ads internally though.

 

[kemal]

She'a gonna steal my stash. Not copacetic.

 

[RemE]

Ever since Steve Jobs passed away and that clueless MBA suit Tim Cook has been CEO, Apple’s ads have been both forgettable and filled with clutter. That’s because that mediocre hack Cook got rid of Jobs’s decades-long practice of using TWBA\Chiat\Day (one of the best ad agencies on the planet, the same agency that did the legendary “1984” commercial and the “Get a Mac” campaign) and instead decided to create Apple’s ads in-house.

Except for the fact that they still use them, in LA. I'm not saying that they may use others as well.

Just my opinion, the ad made me laugh, was light and fun.

 

[iapplelove]

Ehh..it’s not the best nor the worst I’ve seen.

I guess I expect better from a near trillion dollar company to always wow me now.

 

[scottcampbell]

Really stellar UX design, too.

To me, it looks like it said "iMessage" until she unlocked it, then it revealed a single text that had a line return in it (as opposed to two texts). Am I wrong?

 

[citysnaps]

Excellent ad. For those complaining, it's not targeting old folk set in their ways with sclerotic minds and imaginations.

 

[Kardinal1911]

Right. Now try lying down on the bed and holding iPhone X at half an arm's length, as you normally would lying down.

"iPhone X has crapped its pants. Your passcode is required to enable FaceID. Please don't tell Tim Cook, he's busy with social justice."

I never have this problem

 

[outskirtsofinfinity]

It's their typical bland, lowest common denominator kind of ad. Like their TV Shows, and the musical acts they invite onstage (U2?!), etc... Just tacky, cluttered, kitschy,... but it earns them loads of money. Gotta reach the masses (who, overall, are simple, unrefined and have no taste).

I, too, am a bit of an art snob, so I'd prefer the more Zen, minimalist, Scandinavian sensibility, the clean uncluttered beautiful stuff Jobs went for... it worked for boutiquey upstart Apple, but that's no longer who Apple is, now that their products are mass produced in China, fairly inexpensive and used by everyone, including teens and 8 year olds... a company that's gotta answer to their shareholders.

 

[topgunn]

To think that a committee of people at Apple watched this thing and said - "Yeah, that's great. Upload it".

You must be a hoot at parties.

 

[Bsgreubel]

Grouped notification made an appearance near the end of the video (0:50)

That wasn't a grouped notification, that was just a setting to hide content on lockscreen until Face ID unlocks the phone

 

[farewelwilliams]

This ad demonstrates how far the Apple brand has fallen. I love Apple. But what happened the ads that expressed the importance of technologies such as Siri, TouchID and now FaceID. For example ads that show how Siri can help in an emergency situation. This ad expresses disorder.. from a brand that used to stand for perfection down to the packing material used for the boxing of each product.

uh, ipod ads have long expressed disorder and did not really demonstrate the importance of the tech.

 

[Digger148]

A Ford Fairmont and a Toyota Celica liftback.

 

[jdawgnoonan]

What a terrible ad. Are they trying to imply that FaceID grants a user access to things that they should not have access to? (By the way, I love FaceID, just not this ad)

 

[barkomatic]

I wonder what kind of individual in HIGH SCHOOL would be able afford let alone finance an iPhone X.

Come on Apple.

True, though kids find a way if they really want something. They combine birthday money, some money from after school jobs and maybe Christmas gifts.