Apple Shares Two New Ads Highlighting Portrait Mode on iPhone 7 Plus

Apple this morning shared two new iPhone ads on its YouTube channel, focused on highlighting the Portrait Mode feature available on the iPhone 7 Plus. Each 15 second ad explains how Portrait Mode works through blurring the background of a photograph to make a subject stand out.

The ads include examples of images taken with Portrait Mode compared to images taken without Portrait Mode to make the differences clear. The first ad features a dog in front of trees and the second features a child in a creek.


Introduced in iOS 10.1, Portrait mode uses a shallow depth of field to make portrait photos "pop," mimicking a high-end DSLR. The feature takes advantage of the 56mm telephoto lens included in the iPhone 7 Plus, using Apple's image signal processor to scan a scene and machine learning techniques to recognize people and other objects meant to be in the foreground.

A depth map of the image from the two cameras in the iPhone is used to keep people in focus while applying an artistic blur to the background, resulting in an image that's normally not possible on a smartphone.

The two new ads follow a revamped "Shot on iPhone" ad campaign that Apple recently launched, which highlights a series of photographs all taken on a single night to promote the camera features in the iPhone 7 and the iPhone 7 Plus.

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Top Rated Comments

Fynd Avatar
96 months ago
Portrait mode is a gimmick so are the two lenses. I get actual bokeh with my 20MP Zeiss Pureview. In one lens .The way Apl does it is fokeh and only 12MP.
Having 2x zoom is no gimmick, it's quite handy.
Score: 8 Votes (Like | Disagree)
MacOG728893 Avatar
96 months ago
I'll keep it simple and say I enjoy the features on my PHONE. It's great to have a bag tricks with me when I want to whip a photo on the whim.

Attached a few photos as an example.

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Score: 6 Votes (Like | Disagree)
darcyf Avatar
96 months ago
iPhone camera features are getting more and more gimmicky. First Live Photos, which tend to look janky and serve no real purpose, and now fake shallow depth of field with finicky requirements to use it and get right.

I like having a camera on my phone for things like showing my spouse what I'm looking at right now and to remind myself of something. But for actual photography I've switched back to using a real camera with real camera features (hello Sony rx100 v). The difference is astounding.

To each their own but all these new iPhone camera features just seem silly to me.
Score: 5 Votes (Like | Disagree)
Menel Avatar
96 months ago
Yet its still in BETA
Because it's a software hack to simulate optics. And it's hackish... at best.
Score: 5 Votes (Like | Disagree)
MarcusCarpenter Avatar
96 months ago
Yet its still in BETA
Score: 4 Votes (Like | Disagree)
Michael Scrip Avatar
96 months ago
Nice commercials. Short and to the point. Showing benefits, not features.

I like it.
Score: 4 Votes (Like | Disagree)