Apple today shared a new "Groceries" ad that's designed to highlight the ease of using Apple Pay with Face ID on the iPhone X.
In the short 12 second spot, which will likely be shown on TV, YouTube, and social media networks, a woman shopping for produce at the grocery store uses an iPhone X and Apple Pay to make her purchases.
The fruit she buys is then crafted into an elaborate sea scene with a shark made from watermelon, banana dolphins, watermelon waves, pineapple palm trees, and more.
Apple in recent weeks has shared several videos focusing on Apple Pay features on the iPhone X. "Fly Market," published in late March, for example, featured a man dancing through an open air market making purchases with just a glance, while a second spot with the same actor demonstrated Apple Pay Cash.
Update: Apple has uploaded several additional short iPhone X videos, all of which feature Apple Pay on iPhone X. "Coffee" and "Kicks" highlight a traditional in-store Apple Pay purchases, while "Grooming" features an in-app Apple Pay purchase.