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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 Roundup: iPhone 7
Tag: Apple ads


Top Rated Comments

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7 weeks 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!!!
Rating: 70 Votes
7 weeks 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
Rating: 29 Votes
7 weeks 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.
Rating: 20 Votes
7 weeks ago
Actually a great ad.
Rating: 19 Votes
7 weeks 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.
Rating: 19 Votes
7 weeks ago
I'm gonna miss the old man diving off the platform. It showcased everything about the phone - the incredible stereo speakers, the splash-proof design, and how you can use your iPhone to pick up young hotties laying out by the pool.

This one just showcases some defective second camera thing that makes everything blurry :(

I was hoping for a follow-up ad with the old man and his new girl, showcasing the Hermes watchband or something that he bought her after catching her attention with his beautiful splash-proof phone with the awesome speakers. We know she was totally into him after that sweet dive, but then what?

She looked like she'd probably go out for drinks with him if he bought her a Hermes band with the square digital watch thing. Just the two of them staring at each other across the table, tapping their watches to exchange their heartbeats.
Rating: 8 Votes
7 weeks 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.
Rating: 8 Votes
7 weeks ago

Wft is a café?


cafe |ˈkafeɪ, ˈkafi | (also café) | plural: cafe, cafés

[ka-feyz, kuh- or especially for 4, French ka-fey]

1. A restaurant, often with an enclosed or outdoor section extending onto the sidewalk.

2. A restaurant, usually small and unpretentious.

3. A barroom, cabaret, or nightclub.

4. Coffee.
Rating: 7 Votes
7 weeks ago
It's a nice feature.
Rating: 6 Votes
7 weeks ago

In 2017, the goal is for Apple to show us some of that roadmap so that the amount of trolling reduces.
There are many ways to skin a cat...

There will always be trolls regardless of what Apple does. Apple had its share of critics when they announced the iPhone, the iPod, the iPad, the MacBook Air; pretty much everything Apple did was mired in controversy.

What we need is more informed, in-depth and well-reasoned arguments. No more of this knee-jerk "Fire Tim Cook" or smart-ass quips which contribute absolutely nothing to the main discussion at hand.

People need to stop and think through what they want to say first before saying it. There is no prize for being first where this sort of thing is concerned.

That will instantly shave off the majority of the useless posts in these threads, make them more readable and help promote more meaningful discussion.

I'd have to disagree that they are people striving for attention, trollers yes, but there seems to be a new type of commentor, that used to love Apple but does not like the direction they are taking. They may appear to be a little trollish but are really just mighty pissed at Apple.

You can be unhappy with the direction Apple has take and still be respectful and civil about it.

Simply put - I don't really care what these people feel about Apple. They are free to hold their own opinions and think whatever they want about Apple. But when they start crapping all over this forum and start making the atmosphere of this place so much more hostile and toxic, that's when I feel compelled to step in.

I like this place. It has been a steady source of information and productive discussion ever since I fled Cnet and Engadget and the last thing I want to see happen is for Macrumours to devolve into another seething morass of toxicity and hostility. And so I do the only thing I know - I push back against the hatred.

Maybe I am making the problem worse, but I know I can't just sit back and do nothing while I watch this whole place go to crap. I won't.

Perhaps 2017 can be the year that anyone who is drinking the koolaid can see things from other peoples point of view too. These people are just as bad and write 'trolling' like defence of Apple.

I'll put bets on whether this post or yours gets more likes...

Cause and effect.

We need doctors because people get ill. We need police because there is crime. I go where I am needed, and post when I am needed.

One cannot exist without the other.

When the acerbic trolling stops, I too will stop. That is my promise to you and this forum.
Rating: 6 Votes

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