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Apple Shares 'Take Mine' Ad Showcasing Photos Taken in Portrait Mode on the iPhone 7 Plus

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Apr 12, 2001
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Apple today shared a new iPhone 7 Plus ad on its YouTube channel, highlighting the Portrait Mode feature exclusive to Apple's larger handset.

In the ad, entitled "Take Mine", a young lady arrives at a Greek village to visit her grandmother. After greeting each other with open arms, the two women are seen sitting in a café, where the granddaughter uses a Rose Gold iPhone 7 Plus to take a picture of the elderly woman using the Depth Effect.


After previewing the shot, her grandma stands up in awe, taken aback by its quality. This catches the attention of others in the café, and a woman asks if she can get a picture, too. The young lady happily obliges.

Thus begins a spree of depth-of-field photography as locals in the village queue up to have their pictures taken, including fishermen, a musician, children, a barber, and even a local shepherd, all framed in sharp focus with the familiar blurred background effect. The ad ends with the tagline, "Portrait mode on iPhone 7 Plus - practically magic".

Today's iPhone 7 Plus ad is the latest in a series that have showcased the features of Apple's latest handsets, like waterproofing, improved battery life, the camera, and the iOS 10 operating system.

Apple has also previously shared tips to "Shoot like a Pro" with the depth-of-field effect in the iPhone 7 Plus, highlighting a range of suggestions collected from professional photographers on its news site.

Article Link: Apple Shares 'Take Mine' Ad Showcasing Photos Taken in Portrait Mode on the iPhone 7 Plus
 

Franjelisco

macrumors newbie
Jul 10, 2011
29
84
Τhank you Apple for showing another face of Greece! It's always about us being lazy scums, not paying our debts and trying to get away with everything... Thank you Apple for showing the world that our country is of exceptional beauty, our people are compassionate and loving and that it's not always about money, it's also about the little things in life! You are the best!!!
 
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Yellowbean12

macrumors regular
Feb 4, 2008
113
293
As a photographer, I really appreciate this advert. Background defocus and bokeh are often really important aspects of all photography, especially portraits.

I just wonder if the average viewer of this advert will even understand what's going on. Maybe I worry too much. Maybe this is a good example of Apple not treating its customers as idiots, and treating them instead as people who love photography and understand many aspects of it.
 
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MacCurry

macrumors 6502
Aug 28, 2006
423
81
As a photographer, I really appreciate this advert. Background defocus and bokeh are often really important aspects of all photography, especially portraits.

I just wonder if the average viewer of this advert will even understand what's going on. Maybe I worry too much. Maybe this is a good example of Apple not treating its customers as idiots, and treating them instead as people who love photography and understand many aspects of it.

The "portrait" mode on the 7+ doesn't work well indoors even with good ambient light. Outdoor in the day may be fine. There are some good pocket cameras now that link with your phone to share photos and I carry a Canon G7XMkII with me, but yes when I don't have it the 7+ works and is better than no camera.
 
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Truffy

macrumors 6502a
As a photographer, I really appreciate this advert. Background defocus and bokeh are often really important aspects of all photography, especially portraits.

I just wonder if the average viewer of this advert will even understand what's going on. Maybe I worry too much. Maybe this is a good example of Apple not treating its customers as idiots, and treating them instead as people who love photography and understand many aspects of it.
Are any of the photos printed out to show to relatives who don't have a device, or would that highlight the difference between screen and print for a pinhole camera?
 
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aroom

macrumors member
Nov 26, 2014
90
175
if only Apple could stop fragmenting the iPhone and give to both models the same camera options. I don't want to have a bigger phone and yes I do want to have this feature. awesome feature.

so lame IMO
 
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WarHeadz

macrumors 6502a
Aug 30, 2015
900
5,173
Long Beach, California
if only Apple could stop fragmenting the iPhone and give to both models the same camera options. I don't want to have a bigger phone and yes I do want to have this feature. awesome feature.

so lame IMO
You don't know what you're missing until you get a bigger phone. You won't want to go back, especially with all that extra battery life.
 
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CrashX

macrumors 6502
Apr 13, 2012
277
146
I'm gonna miss the old man diving off the platform. It showcased everything about the phone - the incredible stereo speakers, the splash-proof design, and how you can use your iPhone to pick up young hotties laying out by the pool.

This one just showcases some defective second camera thing that makes everything blurry :(

I was hoping for a follow-up ad with the old man and his new girl, showcasing the Hermes watchband or something that he bought her after catching her attention with his beautiful splash-proof phone with the awesome speakers. We know she was totally into him after that sweet dive, but then what?

She looked like she'd probably go out for drinks with him if he bought her a Hermes band with the square digital watch thing. Just the two of them staring at each other across the table, tapping their watches to exchange their heartbeats.
 
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citi

macrumors 65816
May 2, 2006
1,363
508
Simi Valley, CA
I can't believe there are no, "camera sucks compared to my NiCannon 1D + raw L series 0.1 aperture lens." Good job macrumors! More likely it's because it's the weekend... :)
 
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blasto2236

macrumors 6502a
Nov 4, 2012
797
392
Love the ad. It's actually quite true. I snapped a really great shot of a relative over Christmas, the first photo he had liked of himself in ages, and suddenly everyone wanted it sent to them and their own similar portrait taken. It really is a great feature. I snag the perfect shot on the first attempt nearly every time.

It doesn't work very well in low light, but other than that it's aces. It also kind of guides you in to the perfect conditions before it will even snap, which is nice.
 
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big-ted

macrumors regular
Feb 24, 2013
199
471
UK
I hope the girl is clued up when her Grandma asks her to send it to her, how to send it to her Android phone
 
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Jim Lahey

macrumors 6502a
Apr 8, 2014
989
1,706
Sunnyvale
You don't know what you're missing until you get a bigger phone. You won't want to go back, especially with all that extra battery life.

You are right. The screen size is very nice, and the extra battery life is appreciated, but unless you have a handbag, it is a royal pain as soon as you have to leave the house ;)

Nah each to their own. I tried the Plus and got sick of it within weeks. I lasted just a few short months.
 
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davidrichter

macrumors newbie
Nov 13, 2015
22
17
Nice try Apple. But we´re not living in 1910 anymore where owning a camera was the only thing you nedded to make you an admired photographer and everyone is rallying around you. In reality at least the little kids in the village would yawn and pull out their own iPhones.
 
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xDKP

macrumors 68000
Feb 27, 2011
1,514
1,129
Denmark
Τhank you Apple for showing another face of Greece! It's always about us being lazy scums, not paying our debts and trying to get away with everything... Thank you Apple for showing the world that our country is of exceptional beauty, our people are compassionate and loving and that it's not always about money, it's also about the little things in life! You are the best!!!

Loves the ad and loved the people, the pictures and the scenery- amazing and beautiful!

Some of the same beauty I love about Northern Italy that makes me come back almost every summer (Piedmont is a pearl with almost no tourists and amazing wine and food and lovely people)
 
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aroom

macrumors member
Nov 26, 2014
90
175
You don't know what you're missing until you get a bigger phone. You won't want to go back, especially with all that extra battery life.

you could be right. never tried it.

I'm a bit concern about how it would fit in jeans and so... but I'm sure it's ok
 
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GrumpyMom

macrumors G3
Sep 11, 2014
9,434
13,487
Great camera, cool commercial. Shame the phone is the size of a chopping board. I'm looking forward to this feature being added to the real iPhone.

I still think 'portrait mode' is a poorly chosen name though.
I've wondered if they can't fit the dual camera into the iPhone 7 or just won't fit it in to up sell to the larger more expensive iPhone.

With this year's smaller phone finally getting OIS, I thought for sure I would get it. But then I compared the displays and made my preference for the higher ppi on the IPhone 7 Plus known, so that's what my husband chose to surprise me with on Christmas. It IS the pain in the butt it's always been to carry around, but I am resigned to it by now. I have the excellent SE for when I really need to go with a small phone.

What I like about portrait mode is that faces look like they're supposed to, in terms of proportion. No more distortions that make people look vaguely big nosed and chipmunk cheeked.
 
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