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New iPhone 7 Ads Showcase Waterproofing and Low-Light Camera Features

Apple has posted two new iPhone 7 ads to its YouTube channel showcasing the phones' water-resistance and camera performance in low light conditions.

The first ad, titled "Midnight" and about a minute long, follows the impromptu twilight journey of a skateboarder around suburban streets as he utilizes the camera's photo and video capture capabilities in various solitary encounters.


The iPhone 7 Plus is seen being used to record video through a mist of lawn sprayers, take a photo of moths dancing around a dim light bulb, and capture the moment a young deer wanders into a gas station forecourt.

Later, the skateboarder alights to venture into a forest wood, where he eventually discovers a tantalizing moonlit cityscape. The ad concludes with the tagline, "low-light camera on iPhone 7 – practically magic".


The second ad is a 30-second spot called "Morning Ride" and depicts a man going into his garage and preparing himself and his bike for a pre-dawn ride while a violent lightning storm passes overhead.

He is seen using an iPhone 7 to check the weather forecast, and then fixes the handset to a handlebar mount while he dresses for the outdoors. He checks his route on a cycling app, before raising the garage door to reveal thundering rain and stormcloud-capped mountains in the distance. The same tagline as the first ad appears in conclusion.

The two ads offer a lot more substance than Apple's previous, more abstract iPhone 7 teaser commercial, but continue with the same darkened theme to portray the phone's flagship upgrades and black handset color options. The iPhone 7 and 7 Plus boast IP67 standard splash, water, and dust resistance, while the new 12-megapixel cameras (dual-lens in the Plus) feature Quad-LED True Tone flash, auto-image stabilization, and exposure control.

Related Roundup: iPhone 7
Tag: Ads


Top Rated Comments

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32 months ago
I'd like to see the photos and video that he took in the ad too. That way you wouldn't just see him using the camera at night and in the water, you'd see the results of it.
Rating: 13 Votes
32 months ago
great ads IMO. Surprised they are touting the water resistance so much given that it is not covered under warranty. Must be pretty confident. (Apple is already known to purposely understate water resistance capability)

edit: ps. putting a lot of trust in that bike mount. that dude is NUTS for not having a case on that thing.
Rating: 10 Votes
32 months ago
Would you really go out when there's lightning?
Rating: 10 Votes
32 months ago
Whoo! I love ads!
Rating: 10 Votes
32 months ago
great ads imo

reluctantly waiting until 2017 to upgrade my 6 though
Rating: 10 Votes
32 months ago
Magic meant more when Steve said it.
Rating: 8 Votes
32 months ago
The Morning Ride ad is absolutely perfect. What an epic commercial.
Rating: 8 Votes
32 months ago
Apple Store: "Sir? Your iPhone is damaged by water. It's $349 plus tax to replace the phone."
Rating: 7 Votes
32 months ago
ACDC in an Apple ad? Cool.
Rating: 6 Votes
32 months ago
Nice to see Apple pushing this. I took a risk with my 6S in a similar situation using my phone as a cycle computer. Granted it is fodder for warranty voiding, but I rode in light rain for about 20 minutes as a storm hit at the end of my ride. I took a risk based on seeing how well it did being submerged in water in tests. Phone still works great today.

Hoping Apple doesn't "Void" warranties for people mimicking their ads with their current 7 model though!
Rating: 6 Votes

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