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.

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Top Rated Comments

69Mustang Avatar
102 months ago
Ad for iPhone 7 or Blair Witch 2?o_O
Score: 16 Votes (Like | Disagree)
2013.1 Avatar
102 months ago
I like these ads where the product is the hero without special effects

Score: 9 Votes (Like | Disagree)
CFreymarc Avatar
102 months ago
A bit confusing.
Score: 7 Votes (Like | Disagree)
44267547 Avatar
102 months ago
The advertisement is unique on its own. But those are the top three features for the Plus variant, with the IP67X resistance, Stereo sound and the dual camera. To me, thats compelling enough to upgrade.
Score: 6 Votes (Like | Disagree)
killawat Avatar
102 months ago
These are the commercials I love. None of that iPhone 6S "nothing's changed, except everything" stuff trying to upsell force touch as a must have feature.
Score: 5 Votes (Like | Disagree)
St0rMl0rD Avatar
102 months ago
Great ad! Something fresh.
Score: 5 Votes (Like | Disagree)