Apple Shares New 'Memory' iPhone X Ad Promoting Face ID

[MacRumors]

Apple this afternoon uploaded a new iPhone X ad entitled "Memory" to its YouTube channel, which is designed to promote Face ID and its ability to replace a password to log into apps and websites.

In the humorous spot, there's a gameshow-style setup in an arena filled with people, starring a man tasked with solving memory challenges. A host asks him to complete a final challenge: "This morning, you created an online banking password. What is it?"

The audience gasps as the man struggles to remember the password, before whipping out his iPhone X with Face ID. After it scans his face, the iPhone inputs the password into the site automatically and he wins the challenge.

Suddenly, the ad flashes back to the real world coffee shop he's sitting in, where he clenches his fist victoriously. "Your face is your password," reads the end of the ad.

"Memory" is one of several clever ads Apple has created to promote features like Face ID, Animoji, Portrait Mode, Portrait Lighting, and more in the iPhone X, and it follows "Unlock," a similar ad that also demonstrates the benefits of Face ID and the TrueDepth camera system.

The video, which is a little over a minute and thirty seconds long, will likely be shown on television and on social media sites in the coming weeks.

Article Link: Apple Shares New 'Memory' iPhone X Ad Promoting Face ID

 

[kildraik]

That was really funny. Loved it.

 

[EvilEvil]

What a terrible ad. His iPhone X was struggling to recognize his face in the low light.

 

[newyorksole]

Nice ad. Face ID is awesome. Very few times where I need to try multiple times to activate it.

 

[andreyush]

TouchId can do the same thing. Just sayin'

 

[ThomasJL]

These ads are less memorable and less artistic than the ones made by the ad agency Chiat\Day when Steve Jobs was CEO.

Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.

 

[SeaFox]

The audience gasps as the man struggles to remember the password, before whipping out his iPhone X with Face ID. After it scans his face, the iPhone inputs the password into the site automatically and he wins the challenge.

A quiz show where you're allowed to use an Internet-connected device? Yeeeeeah...

Someone didn't think the basic premise of this through very well.

"Sir, your phone auto-filled in the answer for you. You passed the challenge!"

 

[Spizike9]

Way to drawn out. Everyone knows he is going to use FaceId. Why not just have him do it right away as opposed to a very anticlimactic end with a very annoying audience.

 

[TimmeyCook]

These ads are less memorable and less artistic than the ones made by the ad agency Chiat\Day when Steve Jobs was CEO.

Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.

There's no Chiat\Day now, it's TBWA\Chiat\Day and Apple is working with TBWA.

 

[Dulcimer]

Hopefully this man has the password stored in a password manager for when Face ID eventually fails.

 

[ferdinandcc]

These ads are less memorable and less artistic than the ones made by the ad agency Chiat\Day when Steve Jobs was CEO.

Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.

TBWA\Chiat\Day still makes Apple ads (well, technically their subsidiary, Media Arts Lab, which was created to handle Apple’s account during the Jobs era).

 

[RedGala]

What a terrible ad. His iPhone X was struggling to recognize his face in the low light.

Unless you were in a coma for the past year, you'd know that FaceID actually works better in low light than in sunlight.

 

[Krayzkat]

I actually quite liked this ad

 

[RedGala]

These ads are less memorable and less artistic than the ones made by the ad agency Chiat\Day when Steve Jobs was CEO.

Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.

No. The only remarkable thing about the 1984 ad was that it was different from other ads at the time. Saying that Apple should be coasting on the victory of a certain genre of ads is ignorant to the fact that times and culture change. People don't want to see a lanky Mac actor making fun of a fat Windows actor to prove that Mac is better than Windows. Times have changed, and you should too.

 

[mariusignorello]

Unless you were in a coma for the past year, you'd know that FaceID actually works better in low light than in sunlight.

The hate for Face ID still remains strong as it’s proven to work well. Yes there are situations where it fails but realistically, it works pretty damn well.

 

[TimmeyCook]

What a terrible ad. His iPhone X was struggling to recognize his face in the low light.

What a terrible take.

1.st it wasn't.
2.nd FaceID works only with InfraRed light, it doesn't matter if it's bright or dim like on Android that use the normal front facing camera, so no.

 

[Crzyrio]

A quiz show where you're allowed to use an Internet-connected device? Yeeeeeah...

Someone didn't think the basic premise of this through very well.

"Sir, your phone auto-filled in the answer for you. You passed the challenge!"

Did you watch it though?

 

[pdaholic]

I don't miss the bezels, but I do miss the accuracy and speed of TouchID. Hopefully 2nd gen FaceID will be a big improvement just like TouchID became with subsequent generations.

And yeah yeah, your FaceID works flawlessly in all situations. In my real world, it doesn't.

 

[macfacts]

Terrible ad. Doesn't show how FaceID is better than touchID.

 

[Porco]

A host asks him to complete a final challenge: "This morning, you created an online biking password. What is it?"

Naturally I store all my money in my antique penny-farthing, but I believe the question in the video is about “an online banking password”... (you might want to edit the article).

 

[mejsric]

and some people don’t get it... lololol

 

[BruceEBonus]

My £250 64GB Dual Camera Huawei received a software update two days ago. “Oh yeah” I thought. “It does enough as it is. It’ll just be an incremental under-the-hood update again”. Looked under details. “Face Unlock”. Right. That’ll be amusing to see. How wrong I was. Bang on every time. Even upside down. It recognises immediately when the phone is picked up. No more button pressing. Great. And how much did this feature cost to add? Nothing. How much fuss was made of it? Nothing. How much disposable income do I have to justify buying the same features for four times more but with a ten times more shouty ad campaign? Nothing.

Very amusing and impressive production, Apple. I’ll give you that! But that’s all!

 

[jimmy_uk]

My £250 64GB Dual Camera Huawei received a software update two days ago. “Oh yeah” I thought. “It does enough as it is. It’ll just be an incremental under-the-hood update again”. Looked under details. “Face Unlock”. Right. That’ll be amusing to see. How wrong I was. Bang on every time. Even upside down. It recognises immediately when the phone is picked up. No more button pressing. Great. And how much did this feature cost to add? Nothing. How much fuss was made of it? Nothing. How much disposable income do I have to justify buying the same features for four times more but with a ten times more shouty ad campaign? Nothing.

Very amusing and impressive production, Apple. I’ll give you that! But that’s all!

I'd be interested to know how secure it is.

Being an android device how is the data stored and secured? Could the face id data be stolen/hacked/shared and used elsewhere in the future where your face identity is more important? Is this data being shared with Huawei? Could you potentially be exposing your biometric data because it's not clear how Huawei implement or secure this data?

 

[norbinhouston]

My £250 64GB Dual Camera Huawei received a software update two days ago. “Oh yeah” I thought. “It does enough as it is. It’ll just be an incremental under-the-hood update again”. Looked under details. “Face Unlock”. Right. That’ll be amusing to see. How wrong I was. Bang on every time. Even upside down. It recognises immediately when the phone is picked up. No more button pressing. Great. And how much did this feature cost to add? Nothing. How much fuss was made of it? Nothing. How much disposable income do I have to justify buying the same features for four times more but with a ten times more shouty ad campaign? Nothing.

Very amusing and impressive production, Apple. I’ll give you that! But that’s all!

lol, try it with a picture of your face.

 

[Tech198]

A quiz show where you're allowed to use an Internet-connected device? Yeeeeeah...

Someone didn't think the basic premise of this through very well.

"Sir, your phone auto-filled in the answer for you. You passed the challenge!"

Technically, we would call that "cheating." He didn't know the password, yet he used his face to input the password.