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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.

Related Roundup: iPhone 7
Buyer's Guide: iPhone 8 (Don't Buy)


Top Rated Comments

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24 months ago
Ad for iPhone 7 or Blair Witch 2?o_O
Rating: 16 Votes
24 months ago
I like these ads where the product is the hero without special effects

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Rating: 9 Votes
24 months ago
A bit confusing.
Rating: 7 Votes
24 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.
Rating: 6 Votes
24 months ago
Anyone else expect, upon finishing this ad, their phone to ring and a creepy voice to whisper, "Seven days."?
Rating: 5 Votes
24 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.
Rating: 5 Votes
24 months ago
Great ad! Something fresh.
Rating: 5 Votes
24 months ago
Great ad! Finally something that isn't typical, with cheesy background ad music.

It's as mean, as the black/jetblacks are :)


Kinda reminds me of the first Playstation 3 ads, which also promoted the mystical black monolith. :p
Rating: 4 Votes
24 months ago
The iPhone 6S ad was the worst ever, basically a pre-emptive apology.

This is the polar opposite: stark, masculine, shows Apple has nothing to be afraid, or ashamed, of. So much more captivating.

Does the commercial emphasize Apple's ineptitude for making a waterproof phone with a headphone jack?


Should we pollute every topic with this? And do you believe waterproofing was the reason behind the 3.5" jack removal? Seriously?
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Rating: 4 Votes
24 months ago
This is the first ad from Apple that left me confused
Rating: 4 Votes

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