Apple Shares 'Take Mine' Ad Showcasing Photos Taken in Portrait Mode on the iPhone 7 Plus

Apple today shared a new iPhone 7 Plus ad on its YouTube channel, highlighting the Portrait Mode feature exclusive to Apple's larger handset.

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.

Related Forum: iPhone

Top Rated Comments

Franjelisco Avatar
95 months ago
Τhank you Apple for showing another face of Greece! It's always about us being lazy scums, not paying our debts and trying to get away with everything... Thank you Apple for showing the world that our country is of exceptional beauty, our people are compassionate and loving and that it's not always about money, it's also about the little things in life! You are the best!!!
Score: 70 Votes (Like | Disagree)
aroom Avatar
95 months ago
if only Apple could stop fragmenting the iPhone and give to both models the same camera options. I don't want to have a bigger phone and yes I do want to have this feature. awesome feature.

so lame IMO
Score: 29 Votes (Like | Disagree)
Jim Lahey Avatar
95 months ago
Great camera, cool commercial. Shame the phone is the size of a chopping board. I'm looking forward to this feature being added to the real iPhone.

I still think 'portrait mode' is a poorly chosen name though.
Score: 20 Votes (Like | Disagree)
Yellowbean12 Avatar
95 months ago
As a photographer, I really appreciate this advert. Background defocus and bokeh are often really important aspects of all photography, especially portraits.

I just wonder if the average viewer of this advert will even understand what's going on. Maybe I worry too much. Maybe this is a good example of Apple not treating its customers as idiots, and treating them instead as people who love photography and understand many aspects of it.
Score: 19 Votes (Like | Disagree)
JoEw Avatar
95 months ago
Actually a great ad.
Score: 19 Votes (Like | Disagree)
WarHeadz Avatar
95 months ago
if only Apple could stop fragmenting the iPhone and give to both models the same camera options. I don't want to have a bigger phone and yes I do want to have this feature. awesome feature.

so lame IMO
You don't know what you're missing until you get a bigger phone. You won't want to go back, especially with all that extra battery life.
Score: 8 Votes (Like | Disagree)

Popular Stories

iOS 18 Siri Integrated Feature

iOS 18 Will Add These New Features to Your iPhone

Friday April 12, 2024 11:11 am PDT by
iOS 18 is expected to be the "biggest" update in the iPhone's history. Below, we recap rumored features and changes for the iPhone. iOS 18 is rumored to include new generative AI features for Siri and many apps, and Apple plans to add RCS support to the Messages app for an improved texting experience between iPhones and Android devices. The update is also expected to introduce a more...
iGBA Feature

Game Boy Emulator for iPhone Now Available in App Store Following Rule Change [Removed]

Sunday April 14, 2024 8:06 am PDT by
A week after Apple updated its App Review Guidelines to permit retro game console emulators, a Game Boy emulator for the iPhone called iGBA has appeared in the App Store worldwide. The emulator is already one of the top free apps on the App Store charts. It was not entirely clear if Apple would allow emulators to work with all and any games, but iGBA is able to load any Game Boy ROMs that...
top stories 13apr2024

Top Stories: M4 Mac Roadmap Leaked, New iPads in Second Week of May, and More

Saturday April 13, 2024 6:00 am PDT by
Apple's hardware roadmap was in the news this week, with things hopefully firming up for a launch of updated iPad Pro and iPad Air models next month while we look ahead to the other iPad models and a full lineup of M4-based Macs arriving starting later this year. We also heard some fresh rumors about iOS 18, due to be unveiled at WWDC in a couple of months, while we took a look at how things ...
new best buy blue

Best Buy Opens Up Sitewide Sale With Record Low Prices on M3 MacBook Air, iPad, and Much More

Saturday April 13, 2024 7:41 am PDT by
Best Buy this weekend has a big sale on Apple MacBooks and iPads, including new all-time low prices on the M3 MacBook Air, alongside the best prices we've ever seen on MacBook Pro, iPad, and more. Some of these deals require a My Best Buy Plus or My Best Buy Total membership, which start at $49.99/year. In addition to exclusive access to select discounts, you'll get free 2-day shipping, an...
iGBA Feature

Apple Removes Game Boy Emulator iGBA From App Store Due to Spam and Copyright Violations

Sunday April 14, 2024 9:22 pm PDT by
Apple today said it removed Game Boy emulator iGBA from the App Store for violating the company's App Review Guidelines related to spam (section 4.3) and copyright (section 5.2), but it did not provide any specific details. iGBA was a copycat version of developer Riley Testut's open-source GBA4iOS app. The emulator rose to the top of the App Store charts following its release this weekend,...
iOS 18 Siri Integrated Feature

Apple's First AI Features in iOS 18 Reportedly Won't Use Cloud Servers

Sunday April 14, 2024 9:52 am PDT by
Apple's first set of new AI features planned for iOS 18 will not rely on cloud servers at all, according to Bloomberg's Mark Gurman. "As the world awaits Apple's big AI unveiling on June 10, it looks like the initial wave of features will work entirely on device," said Gurman, in the Q&A section of his Power On newsletter today. "That means there's no cloud processing component to the...