Apple Shares New 'Memory' iPhone X Ad Promoting Face ID
Apple this afternoon uploaded a new iPhone X ad entitled "Memory" to its YouTube channel, which is designed to promote Face ID and its ability to replace a password to log into apps and websites.
In the humorous spot, there's a gameshow-style setup in an arena filled with people, starring a man tasked with solving memory challenges. A host asks him to complete a final challenge: "This morning, you created an online banking password. What is it?"
The audience gasps as the man struggles to remember the password, before whipping out his iPhone X with Face ID. After it scans his face, the iPhone inputs the password into the site automatically and he wins the challenge.
Suddenly, the ad flashes back to the real world coffee shop he's sitting in, where he clenches his fist victoriously. "Your face is your password," reads the end of the ad.
"Memory" is one of several clever ads Apple has created to promote features like Face ID, Animoji, Portrait Mode, Portrait Lighting, and more in the iPhone X, and it follows "Unlock," a similar ad that also demonstrates the benefits of Face ID and the TrueDepth camera system.
The video, which is a little over a minute and thirty seconds long, will likely be shown on television and on social media sites in the coming weeks.
Popular Stories
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max.
One thing worth...
CES 2026 has just provided a first glimpse of the folding display technology that Apple is expected to use in its upcoming foldable iPhone. At the event, Samsung Display briefly showcased its new crease-less foldable OLED panel beside a Galaxy Z Fold 7, and according to SamMobile, which saw the test booth before it was abruptly removed, the new panel "has no crease at all" in comparison.
The ...
Though it's been just a few months since iOS 26 launched, we're already hearing rumors about the next-generation version of iOS, iOS 27. iOS 27 will be introduced at Apple's June WWDC 2026 event before it launches in September 2026.
We don't know all of the details about iOS 27 yet, but we do have some information about what to expect.
"Snow Leopard" Update
iOS 27 will apparently focus...
JPMorgan Chase has reached a deal to take over operation of the Apple Card, reports The Wall Street Journal. Barring any "last minute hiccups," the deal should be announced shortly after over a year of negotiations.
Reports began circulating over two years ago that current Apple Card issuer Goldman Sachs was looking to end its partnership with Apple as part of an effort to scale back on...
Logitech users on macOS found themselves locked out of their mouse customizations yesterday after the company let a security certificate expire, breaking both its Logi Options+ and G HUB configuration apps.
Logitech devices like its MX Master series mice and MX Keys keyboards stopped working properly as a result of the oversight, with users unable to access their custom scrolling setup,...
OpenAI today announced the launch of ChatGPT Health, a dedicated section of ChatGPT where users can ask health-related questions completely separated from their main ChatGPT experience.
For more personalized responses, users can connect various health data services such as Apple Health, Function, MyFitnessPal, Weight Watchers, AllTrails, Instacart, and Peloton. Last month, MacRumors discovere...
2026 could be a bumper year for Apple's Mac lineup, with the company expected to announce as many as four separate MacBook launches. Rumors suggest Apple will court both ends of the consumer spectrum, with more affordable options for students and feature-rich premium lines for users that seek the highest specifications from a laptop.
Below is a breakdown of what we're expecting over the next ...
Apple has lost another senior figure from its Safari team as a lead designer departs for The Browser Company, extending a pattern of high-profile exits from Apple's browser team amid intensifying competition around AI-driven browsing.
Marco Triverio was a lead designer for Safari and has now joined The Browser Company, the developer of the Arc and Dia browsers. The move was confirmed by The...
