Totally unrealistic ad. No one uses Apple Maps.
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Swoop: Apple Promotes iPhone 15's Durability in Frantic New Ad
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There is a trade-off between making glass more scratch-resistant (harder) but also more brittle, or less scratch-resistant (softer) but also less brittle. At some point between the X and the 12 Apple shifted toward the latter. The 12/13 is less scratch-resistant than the OG SE I had before, but breaks less easily on a fall. What I also found is that the newer iPhones have a bit more friction, e.g. when swiping. The OG SE screen surface is markedly smoother in comparison.
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Yes, I have been using a standard 15 for months and it's still like new. Haven't dropped it yet, though.
Yeah but what about scratches?! I think the iPhone 15’s screen is more vulnerable to scratches than previous iPhones.
Don't worry. They only tend to attack on routes where they've experienced human shittiness. I live with a rather large family group next to a forest who harass me every day for food because the prior tenant used to feed them (this is a very bad thing that nobody should do but people think they're being good and making bird friends).
They do, however, attack UK citizens on sight because of the whole colonisation thing. You're... you're not from there, right?
Sarcasm, I hope? I exclusively use Apple Maps — it’s a great app that doesn’t feed an immoral surveillance-advertising ecosystem.
I have found newer iPhones to be far more susceptible to scratches and scuffs. I understand the they may now be more resistant to smashing when dropped, but having not dropped a phone since I had the original iPhone, I might give up some of that toughness for a little more scratch resistance.
Apple today promoted the durability of the iPhone 15's Ceramic Shield front glass in a new "Swoop" ad shared on its YouTube channel in Australia.
In the video, a bird attempts to attack a woman riding a bicycle, causing her to fall over. In the process, the iPhone she was using for cycling directions also drops to the ground, but it does not suffer damage due in part to the Ceramic Shield.
Apple says the Ceramic Shield is "tougher than any smartphone glass." Introduced on iPhone 12 models in 2020, Apple advertised the ceramic-infused glass as increasing drop performance by 4x compared to the iPhone 11.
Article Link: Swoop: Apple Promotes iPhone 15's Durability in Frantic New Ad
Not sure what you're doing with your phones, but all of my iPhones since 2009 have had flawless screens for the life of them. Screen protectors are totally unnecessary, and ruin the experience. I do use a case, though.
I wonder how many takes that video took? Brave girl, deliberately putting herself into harm's way for us!
Good, fun ad.
Good, fun ad.
This was my experience until, say, iPhone pro 13. I take care of my things, and never had a scratch on an unprotected screen before. But recent models seem to scratch just from taking in and out of my pockets.
You'd think with all that money that Apple has, they'd at least invest a little bit more money into the CGI for commercial... Or at least try to film it with using a REAL phone. Oh thats right, if they did, they'd still be picking up pieces of glass to this day.
I usually keep my iPhones in Apple branded cases, but the screen is totally naked - I have the glare, slower response times and the tendency of gathering grease that screen protectors cause.
In my experience the screen doesn't crack easily, but after six months of use my 14 Pro has lots of micro scratches all over the screen. I neither carry it in a bag, nor in a backpack full of loose keys, just my pocket. A clean jeans or suit pocket. No keys, sand or god forbid - diamonds.
While I can attest, that in favorable circumstances the new iPhone screens are resilient, they're neither resistant to scratches, nor to those unlucky drops where the angle is just right for it to crack.
Also please correct me, but as far as I know, one nasty drop that doesn't result in a cracked screen, and the structural integrity of the glass gets compromised and you might not be as lucky as with the previous drop.
Then the girl would also have to endure a nasty fall just to satisfy your need for realness.
There's no way of staging this shot without a Rube Goldberg machinelike setup including an unpredictable variable - the human.
A colleague of mine has a 15 that she got on contract about a week after they came out. Doesn't have a case on it. The back was smashed after 3 days and the corner is dented and the screen damaged.
Conversely I've had a 12, 13 Pro and 15 and they all look like new still despite being hauled up mountains, into post-Soviet dystopias, dropped hundreds of times (in a case), soaked through and covered in snow loads of times.
It's not about the phone but about the person. And I bet the woman in the video would have a different outcome if it was a more realistic scenario which in these parts would be:
1. Riding your bike to the traffic lights.
2. Someone pulls up next to you on a scooter with a mask and tries to grab your phone resulting in a struggle.
3. Phone falls onto kerbstone on the road.
4. You get punched in the face anyway and they zoom off on the scooter.
5. You have broken phone and broken face.
Conversely I've had a 12, 13 Pro and 15 and they all look like new still despite being hauled up mountains, into post-Soviet dystopias, dropped hundreds of times (in a case), soaked through and covered in snow loads of times.
It's not about the phone but about the person. And I bet the woman in the video would have a different outcome if it was a more realistic scenario which in these parts would be:
1. Riding your bike to the traffic lights.
2. Someone pulls up next to you on a scooter with a mask and tries to grab your phone resulting in a struggle.
3. Phone falls onto kerbstone on the road.
4. You get punched in the face anyway and they zoom off on the scooter.
5. You have broken phone and broken face.
Not as bad as the one from a couple of years ago where the lady was walking and fumbling the phone on the concrete sidewalk but the phone falls to make you think it lands on the concrete sidewalk but land in a dirt pile.