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

[MacRumors]

Apple today shared a fun new iPhone X ad on its YouTube channel, this time touting the capabilities of the A11 Bionic chip built into the device.

In the video, a student walks down the street playing popular iOS game Vainglory on his iPhone when the game characters start coming to life and attacking him, causing him to fight them off in the real world.

Apple has shared multiple clever iPhone X ads focusing on features like Face ID, Animoji, Portrait Mode, Portrait Lighting, and more, but this is the first video that has specifically highlighted the A11 Bionic chip, which is the fastest chip ever in one of Apple's mobile devices.

The A11 is a 10-nanometer six-core 2.4GHz chip with two performance cores and four high-efficiency cores, and it's powerful enough for console-quality games and augmented reality applications. It includes a three-core Apple-designed GPU too, along with an embedded M11 Motion coprocessor.

In benchmarks, the A11 significantly outperforms the A10 included in previous models for better gaming and better performance all around. It's called the "Bionic" because two of the cores in the chip are dedicated to a neural engine that's able to process more than 600 billion operations per second, powering Face ID and other machine learning tasks.

Apple's latest iPhone X ad will be shown on TV and on social networks starting soon. According to Vainglory's developers, there's an exclusive skin tied to the ad that can be downloaded in game.

See the @Apple A11 Bionic chip & EVIL engine in action--then log in and claim your exclusive skin today! #iPhoneX #Vainglory #dAv11dReza - Vainglory (@vainglory) July 25, 2018

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

 

[kaneda]

Commercial is not film in America.

 

[12643]

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

 

[ediks]

I hope that ios 12 will deliver this experience , when I try to multitask like this on ios 11 , one of the app crashes or hangs

 

[alex00100]

The ad had a higher budget than any iPhone game.

 

[Cosmosent]

Apple's mobile processors are by-far the Best in the Industry ... interesting that this is the first time they're promoting it like this.

 

[lec0rsaire]

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?

 

[Dragonlord_66]

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

imo this is a very good commercial
catchy music- check
good appeal
nice and short

 

[Apple Knowledge Navigator]

Not even IGN would give a 10/10 if this actually happened.

 

[Altis]

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.

 

[iGeek2014]

I hope that ios 12 will deliver this experience , when I try to multitask like this on ios 11 , one of the app crashes or hangs

Granted it was still in Beta but before I got rid of my X iOS 12 is vastly better on it.

 

[MrGimper]

Gets killed by creature he doesn’t see hiding behind the notch.

 

[Dragonlord_66]

I hope that ios 12 will deliver this experience , when I try to multitask like this on ios 11 , one of the app crashes or hangs

yo i tried iOS 12 on my iPhone X for a day and it was soooo snappy for example that when i accidentally double tapped the camera icon, the camera app lauched soo fast that it click the photo in the second click that was just a milli second after the icon click

 

[708692]

Hmm, are they trying to hide the notch in this ad? It appears to have fade out at the sides when he's in the game.
(I have the 8 plus, never used an X, so not sure if this is how apps are dealing with the notch)

 

[imageWIS]

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

Don't you miss John Hodgman? I do.

 

[roncron]

Great timing for an iPhone X ad.

 

[fakejobs]

A better Iron Fist than the garbage we got from Netflix

 

[trifid]

Animojis, memojis, carpool karaoke, games...

Meanwhile..

2013 Mac Pro
2014 Mac Mini
Caveman Siri
Sucky Maps
Disposable keyboards

Where's our beloved Apple?

 

[dannyyankou]

Hmm, are they trying to hide the notch in this ad? It appears to have fade out at the sides when he's in the game.
(I have the 8 plus, never used an X, so not sure if this is how apps are dealing with the notch)

The notch is still there, doesn’t look faded to me

 

[Morgenland]

brave new world

 

[1050792]

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

Can you point what's wrong with the commercial or you're just bashing for no reason?

 

[44267547]

I’m Surprised by how many members are allowing an iPhone ad to upset them over the iPhone X processor. I liked it. I thought it’s creative, shows the multitasking on how well the X performs in between messages, gaming, ect. It may not be the _normal_ Apple we used to see with marketing, but they should change their marketing tactics to demonstrate different capabilities.

 

[macduke]

A11? PSSSHH. The A12 is where it's at.

 

[NT1440]

Hmm, are they trying to hide the notch in this ad? It appears to have fade out at the sides when he's in the game.
(I have the 8 plus, never used an X, so not sure if this is how apps are dealing with the notch)

You can clearly see the notch in that screenshot as you would in real life.

 

[MauiPa]

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

Totally Agee, they should have some smug people, dressed poorly, and with stupid expressions on their face, when they find out their Samsung S9s are way slower than the iPhones with the A11 chip, they should double down on the stupidity. Now that would be a great commercial! oh wait!
[doublepost=1532537702][/doublepost]

The notch is still there, doesn’t look faded to me

The X is awesome! super big screen, just open and swipe, the Face ID unlocks your phone, no waiting. The notch is fake news. honestly, that is the part of the screen that shows signal strength, time, etc. The security from 3d face scanning is totally worth it.
[doublepost=1532537739][/doublepost]

A11? PSSSHH. The A12 is where it's at.

A25 has a built in tricorder