Got a tip for us?
Let us know
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
New Apple Ad Highlights iPhone 17 Pro's Vapor Chamber Cooling
- Thread starter MacRumors
- Start date
- Sort by reaction score
I'm mainly loving all these glorious shots of iPhones actually sized for human hands and pockets.
As opposed to sliding a sushi plate in your pants that covers half the quad muscle.
I’m glad your workflow works for you. Your use case sounds right in line with the iPhone 17z For those who extensively use their iPhones for photography and videography, video editing on the go, extensive videoconferencing and other Gpu dependent tasks, there’s the iPhone 17 Pro/Max
I was doing photography and videography just fine on my iPhone SE1 (iPhone 6s essentially), same with Facetime.
I'll admit, I don't do any "video editing on the go", which I have to think is an incredibly small niche of folks.
Its interesting to see how the focus of the ads have pivoted, it definitely lacks soul. Also how many people out there care how their phone is cooled? They aren't rendering 8K videos on these things, they are for games, socials, browsing etc. This type of focus feels like it should be something like a gaming PC ad.
Exactly this 👆
This is the sort of marketing pitch I would expect from the Windows/Android world.
It's a shame the phone around the vapor chamber is so ugly.
Yeah, but what if they added a new NEURAL ENGINE, a LIQUID FUSION CO PROCESSOR and some INFINITY BLADE RAM!??
I can assure you that, from the non-Apple world perspective, the Apple users image is not much better.
"Brawndo's got what plants crave."
"Yeah! It's got electrolytes!"
(I mean... we're not quite there. Yet.)
Honestly, I think Zoe Saldaña and T-Mobile have better advertised features of the latest iPhones in their ads than Apple has 😂
Word of mouth was positive until it wasn't. Lots of folks are complainers now instead cheer leaders for Apple World.
The phrase "The devils are in the details" really applies. Also from years ago, "Lipstick on a pig is still a pig." Some folks have received the pig vs what their credit card company thought they were buying an electronic device.
The phrase "The devils are in the details" really applies. Also from years ago, "Lipstick on a pig is still a pig." Some folks have received the pig vs what their credit card company thought they were buying an electronic device.
I miss the old Apple adverts. This one was so good. Just hearing the music instantly brought me back to when it was first released.
Many Apple clips carry heart, culture, intelligence, and a quiet touch of wit. This one, however, felt strangely coarse and hollow—more stressful than inspiring, like being caught in a hamster wheel with no narrative center. I can only hope the next Apple team will remember the mission… hopefully.
Professionally, I work with related systems and comparable technologies, yet even from that perspective I couldn’t make sense of this listless visual translation. It felt oddly detached, as if the imagery had drifted away from its own purpose.
How is anyone supposed to convey technical principles through metaphors that have nothing to do with playing the piano or smashing walls? With the right direction, the next team might succeed. Here, it almost seemed as though the work had been outsourced to an external agency with little understanding of the subject.
My archive is filled with Apple clips that unfurl a finely tuned, artfully cultivated concept—yet this one stands nowhere near that lineage.
Professionally, I work with related systems and comparable technologies, yet even from that perspective I couldn’t make sense of this listless visual translation. It felt oddly detached, as if the imagery had drifted away from its own purpose.
How is anyone supposed to convey technical principles through metaphors that have nothing to do with playing the piano or smashing walls? With the right direction, the next team might succeed. Here, it almost seemed as though the work had been outsourced to an external agency with little understanding of the subject.
My archive is filled with Apple clips that unfurl a finely tuned, artfully cultivated concept—yet this one stands nowhere near that lineage.
Last edited:
The Pro would be dead if Apple finally did that. At least the smaller version of the Pro would, the Pro Max would probably still sell well because of the larger screen size.
I think many people buy the pro version because they want the best, I agree - they likely never use it to the fullest capacity. I film for about 4 hours straight a day (using Blackmagic app) with my 17PM, and it doesn’t even get warm.
It is an interesting ad as a "iPhone is fast" but it isn't like the ad that announced the Power Mac G5 which was claiming the fastest of all, and because of that, it doesn't really prove or show why any of that is happening like the other "iPhone 17 Pro | The Ultimate Pro" ad. It is just OK as an ad but I think there are better ways of showing it. Maybe they are doing multiple types of ads to cater to the different types of people.
I think that is the issue with many of these Apple internally made ads, they are internally made instead of someone else from the outside making them. The outsiders can think outside the box, when they are not within the company.
I think that is the issue with many of these Apple internally made ads, they are internally made instead of someone else from the outside making them. The outsiders can think outside the box, when they are not within the company.