New iPhone 7 Ad Alludes to Dual Cameras, Stereo Sound, and Water Resistance
Apple today posted a new iPhone 7 TV ad to its YouTube channel, playing up to the devices' camera features, stereo speakers, and water resistance in a black and white montage of dramatic metaphors and visual set pieces.
The 30-second commercial is barely lit, save for the flash of an iPhone camera lens, and shrouds glimpses of black-colored handsets in flickering low light against shadowy backdrops.
Opening with a nighttime shot of a forest and a close-up of an owl's pupils dilating in the darkness at the sight of a deer, the ad continues in a similar edgy vein, with a series of slick mirrored cut scenes representing the iPhone 7's doubled-up technological capabilities.
The advantages of the dual lens camera in the iPhone 7 Plus are suggested in a series of paired low-light images, just as the benefits of stereo separation are alluded to in a volley of explosive sounds and rapid channel transitions.
The abstract theme then takes on a more liquid texture as the viewer witnesses water droplets cascading over the silhouette of a handset, a liminal vision punctuated by a further salvo of volatile graphics and incendiary audio effects.
The ad marks somewhat of a departure for Apple, which typically adopts a more melodic, upbeat tone in its TV commercials. Besides the new features, the company is clearly playing up to the inclusion of Jet Black and matte Black handset color options, which have proved a popular choice during pre-order. First shipments are expected to arrive in just a couple of days, with Friday, September 16 being the official iPhone 7 launch date.
Popular Stories
The upcoming iOS 26.1 update includes a handful of new features and changes for iPhones, including a toggle for changing the appearance of the Liquid Glass design, "slide to stop" for alarms in the Clock app, and more.
Below, we outline key details about iOS 26.1.
Release Date
Given that Apple has yet to seed an iOS 26.1 Release Candidate, which is typically the final beta version, the...
Apple Maps could feature integrated ads as soon as next year, Bloomberg's Mark Gurman reports.
In his latest "Power On" newsletter, Gurman said that Apple's plan to bring more ads to iOS is moving "gaining traction," with the Maps app being next in line. The project will apparently give restaurants and other businesses the option to pay to have their details featured more prominently in...
Apple is designing an updated version of the Apple TV 4K, and rumors suggest that it could come out sometime in the next couple of months. We're not expecting a major overhaul with design changes, but even a simple chip upgrade will bring major improvements to Apple's set-top box.
Subscribe to the MacRumors YouTube channel for more videos.
We've rounded up all the latest Apple TV rumors.
...
In the fourth iOS 26.1 beta, Apple added a "Tinted" option that reduces the translucency of Liquid Glass for those who prefer a more opaque look. I saw some comments wondering whether the setting might preserve battery life, so I thought I'd do some testing.
Test Settings
I did four separate tests using the iPhone 17 Pro Max, and I kept the parameters as similar as possible. Here are the...
Apple this month refreshed the 14-inch MacBook Pro base model with its new M5 chip, and higher-end 14-inch and 16-inch MacBook Pro models with M5 Pro and M5 Max chips are expected to follow in early 2026. However, these machines will represent the final update to the current design, with Apple reportedly developing a completely new version of the MacBook Pro packed with next-generation hardware...
The upcoming iOS 26.1 update includes a handful of new features and changes for iPhones, including a toggle for changing the appearance of the Liquid Glass design, "slide to stop" for alarms in the Clock app, and more.
iOS 26.1 is currently in beta testing. The update will likely be released in the first half of November, and it is compatible with the iPhone 11 series and newer, but some...
Apple today provided developers and public beta testers with the release candidate versions of upcoming iOS 26.1, iPadOS 26.1, macOS Tahoe 26.1, tvOS 26.1, watchOS 26.1, and visionOS 26.1 updates for testing purposes. The RCs betas come a week after Apple released the fourth betas.
The new betas can be downloaded from the Settings app on a compatible device by going to General > Software...
The first preview release of the Swift SDK for Android was published this week, allowing developers to build Android apps in Swift with official tooling and making it easier to share code across iOS and Android.
The SDK enables Android apps to be built in Swift using officially supported tooling rather than community workarounds. In June, it was announced that Apple's Swift programming...
You will "soon" be able to add a digital version of your U.S. passport to your iPhone, according to Jennifer Bailey, vice president of Apple Pay and Apple Wallet.
Bailey reiterated that the feature is coming soon during her keynote at the Money20/20 USA conference in Las Vegas on Sunday.
On its iOS 26 page, Apple says the delayed feature will be "coming later this year."
Apple's...
