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

[rmoliv]

Worst. Ad. Ever. Full stop.

 

[truthertech]

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.

LOL. Yes, Apple has "fallen" to the most valuable brand in the world. https://www.forbes.com/powerful-brands/list/

And to answer your question about "what happened to adds that expressed the importance of technologies such as Face ID.?" Uhh.. . you might want to watch the ad again; it's ALL about Face ID and how powerful and easy it is to use.
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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.

Yet most ads are still produced by their external partners. Oops facts are so messy.
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Of course it supposed to be fun and not taken seriously but when making an add one has to think about every way that add can be perceived. Sure, my interpretation may be lateral thinking but as you can see I am not the only one in that thread who came up with that. I also showed it to a couple of friends and like 50% of them had the same interpretation.

Look at it that way... The demonstration of power you are talking about is used by showing her "opening" all kinds of stuff but stuff which is not hers! They could have easily used that concept in regards to aspects of her own environment, like her home for example.

There's nothing wrong with exaggeration and fun but with certain topics (security and personal data) I think there would better ways to convey that.

 

[macsrcool1234]

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.

it was light and fun but if that made you laugh.....no comment.

 

[jonblatho]

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.

You sound like you’re a tremendously fun person. Sorry Apple’s not an exclusive club.
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Notifications are not hidden on an iPhone with Touch ID. Everyone can see the content of your notifications on the lock screen. On iPhone X, all private information is hidden until the owner is the one looking at it.

It’s not the default, but it’s certainly an option because I use it on my 7 Plus.

 

[Knightcastle]

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

Are you sure? I just see one message. Has this been changed out or something?

 

[jonblatho]

LOL there is a bug in the phone used in the ad. At the end when she looks at the text on the lock screen the words jump out of the text bubble before it expands. it's quick and hard to see but it's there.

You are approximately the tenth person to point this out.

 

[ipponrg]

it's ALL about Face ID and how powerful and easy it is to use.

I must be a light thinker, but I did not get that initial message from the ad. All I got was she looked at her screen, and the iPhone unlocked. Then she ran around opening other things I guess for comical purposes as if everything else in life you can open just by looking at it.

It’s not the default, but it’s certainly an option because I use it on my 7 Plus.

It's the default on the iPhone X, at least for me. My 6S did not have this option turned on. When I transferred to the X, I noticed that I had to do this additional step to read the messages on screen.

 

[truthertech]

I must be a light thinker, but I did not get that initial message from the ad. All I got was she looked at her screen, and the iPhone unlocked. Then she ran around opening other things I guess for comical purposes as if everything else in life you can open just by looking at it.
.

You may be in that tiny percentage of people whose minds are structured such that they can only see things literally. Did you interpret the other recent ads by Apple with people floating with umbrellas as Apple claiming the iPhone would enable you would float in air?

 

[ipponrg]

You may be in that tiny percentage of people whose minds are structured such that they can only see things literally. Did you interpret the other recent ads by Apple with people floating with umbrellas as Apple claiming the iPhone would enable you would float in air?

Key word is initial message. It does not mean that I think those were realistic nor am I incapable of perceiving it abstractly.

For that commercial you shared, all it initially meant to me was moving from my phone to an iPhone was just Mary Poppin' it.

 

[jonblatho]

It's the default on the iPhone X, at least for me. My 6S did not have this option turned on. When I transferred to the X, I noticed that I had to do this additional step to read the messages on screen.

Oh yes, I was unclear. I was referring to that not being the default on devices with Touch ID.

 

[Recognition]

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."

Just did that, phone unlocked.
If you’re horizontal, and the phone is horizontal, FaceID will work.

 

[EightyTwenty]

She looks a bit old to be in high school.

 

[bobro44]

It is Spike Jonze.

This ad is with Stranger Things vibe targeted to high schoolers. I like it. I like Face ID. I don't like the notch and stupid notifications.

I missed the Stranger Things connection but I wonder who the actress is? I've bet my wife and sister a bunch with my thinking she looks -- esp the eyes -- like the girl Eleven in Stranger Things, apparently a young British actress named Millie Bobby Brown. Anyone? Anyone? Bueller?

 

[HiRez]

I just saw this during the Loyola-Tennessee game. I was like "WTF am I watching?" until the end because I didn't see the first shot with the phone in it, but anyway pretty good ad, although it seems a little un-Apple-like to me. The last shot sells it.

 

[interessiert]

Lying in bed I still prefer a Touch ID to unlock and read some E-Mails or longer Messages from aside - or with another, not memorized finger to get a view on personal messages

 

[Taipan]

To be honest, I don‘t like it at all. Looks like something Samsung would do. Too loud, too colourful and just too much of everything.

 

[Yashpics]

Return it and **** about it, otherwise your story is invention.
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Come on, give me a break stop grasping at straws.
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The only stupid person is the one making your kind of post.

Haha... yeah right...

 

[kingneptune117]

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."

Just tried. Works fine for me.

 

[MrBat]

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.

100% agree. Late Apple adds are just... bad. This is not as awful as that kid asking What's a computer, but damn, what kind of ******** ad is this? Apple under Cook is just behaving like a fashion brand, selling fashion statements and disposable goods.

Used to have an iMac 27" 2011, MacBook Pro 2009 and several iPhones. I only keep the iPhone SE and the old MacBook Pro (running Win10).

When the MacBook goes toast, I don't see myself buying another one from Apple (no user side upgrades, all glued up, no thanks).

As for the iPhone... Apple better release an iPhone SE 2 keeping same form factor and the 3.5 mm jack. Otherwise I'm jumping to android and won't look back.

I am incredibly displeased with Apple.

 

[Carlanga]

Fun ad, but the iphone X doesn't explode when you unlock it lol

 

[PaulRustad007]

When Carrie gets an iPhone X!

 

[9081094]

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.

Although I like the add... it definitely doesn’t make you feel Face ID is secure. But I’m sure it wasn’t the purpose of the add. I don’t see a line in those adds, like I don’t see a line in Apple products anymore. The hard- and software are getting way behind the competition.

After seeing this below... apple’s latest key selling point is falling into pieces. Who wants an iPhone X if the competition is doing so much better for way lower prices?

 

[jdawgnoonan]

You may be in that tiny percentage of people whose minds are structured such that they can only see things literally. Did you interpret the other recent ads by Apple with people floating with umbrellas as Apple claiming the iPhone would enable you would float in air?

An ad focusing on a security feature spends the bulk of the ad making a joke of unauthorized access and destruction of property. I guess it is fun, but it is also an odd way to market a security feature. You might be in the majority of people who do not understand basic security concepts and thus do not understand why that makes this be questionable as a marketing strategy.

 

[chfilm]

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."

Actually mine has gotten better at this angle over a few weeks!

 

[truthertech]

An ad focusing on a security feature spends the bulk of the ad making a joke of unauthorized access and destruction of property. I guess it is fun, but it is also an odd way to market a security feature. You might be in the majority of people who do not understand basic security concepts and thus do not understand why that makes this be questionable as a marketing strategy.

"Making a joke of destruction of property." Fortunately, Apple and most of us have enough respect for people's intelligence that we know they won't watch the ad and see frogs released into the classroom and think Apple is promoting cruelty to amphibians or destruction of property, or that they will really think FaceID will unlock people's lockers as you walk by. No, 99.99% of people will get it that the ad is a fun and humorous way of putting out the message that Face ID is incredibly easy and powerful way to unlock your iPhone--all you have to do is look at it.