Previewed at WWDC, launching in the fall.
Apple Shares 'Take Mine' Ad Showcasing Photos Taken in Portrait Mode on the iPhone 7 Plus
In the ad, entitled "Take Mine", a young lady arrives at a Greek village to visit her grandmother. After greeting each other with open arms, the two women are seen sitting in a café, where the granddaughter uses a Rose Gold iPhone 7 Plus to take a picture of the elderly woman using the Depth Effect.
After previewing the shot, her grandma stands up in awe, taken aback by its quality. This catches the attention of others in the café, and a woman asks if she can get a picture, too. The young lady happily obliges.
Thus begins a spree of depth-of-field photography as locals in the village queue up to have their pictures taken, including fishermen, a musician, children, a barber, and even a local shepherd, all framed in sharp focus with the familiar blurred background effect. The ad ends with the tagline, "Portrait mode on iPhone 7 Plus – practically magic".
Today's iPhone 7 Plus ad is the latest in a series that have showcased the features of Apple's latest handsets, like waterproofing, improved battery life, the camera, and the iOS 10 operating system.
Apple has also previously shared tips to "Shoot like a Pro" with the depth-of-field effect in the iPhone 7 Plus, highlighting a range of suggestions collected from professional photographers on its news site.