Apple's Beats brand in April unveiled the Powerbeats Pro, a redesigned wire-free version of its popular fitness-oriented Powerbeats earbuds.
MacBook Pro Updates
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.
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.
Related Roundup: iPhone X
[ 124 comments ]
Top Rated Comments
(View all)
11 months ago
Unless you were in a coma for the past year, you'd know that FaceID actually works better in low light than in sunlight.
The hate for Face ID still remains strong as it’s proven to work well. Yes there are situations where it fails but realistically, it works pretty damn well.
11 months ago
These ads are less memorable and less artistic than the ones made by the ad agency Chiat\Day when Steve Jobs was CEO.
Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.
Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.
11 months ago
What a terrible ad. His iPhone X was struggling to recognize his face in the low light.
Unless you were in a coma for the past year, you'd know that FaceID actually works better in low light than in sunlight.
11 months ago
What a terrible ad. His iPhone X was struggling to recognize his face in the low light.
What a terrible take.
1.st it wasn't.
2.nd FaceID works only with InfraRed light, it doesn't matter if it's bright or dim like on Android that use the normal front facing camera, so no.
11 months ago
These ads are less memorable and less artistic than the ones made by the ad agency Chiat\Day when Steve Jobs was CEO.
Tim Cook is such a clueless lump of mediocrity, that he has gotten rid of some of the most creative aspects of Apple. Cook got rid of Chiat\Day, which made the legendary “1984” (1983) ad, the “Think Different” (1997) ads, and the “Get a Mac” (2006) ads. Cook replaced Chiat\Day with Apple’s in-house ad agency. Now, Apple’s ads are cluttered, lack clarity, and just forgettable.
No. The only remarkable thing about the 1984 ad was that it was different from other ads at the time. Saying that Apple should be coasting on the victory of a certain genre of ads is ignorant to the fact that times and culture change. People don't want to see a lanky Mac actor making fun of a fat Windows actor to prove that Mac is better than Windows. Times have changed, and you should too.
11 months ago
Nice ad. Face ID is awesome. Very few times where I need to try multiple times to activate it.
11 months ago
A quiz show where you're allowed to use an Internet-connected device? Yeeeeeah...
Someone didn't think the basic premise of this through very well.
"Sir, your phone auto-filled in the answer for you. You passed the challenge!" :rolleyes:
Technically, we would call that "cheating." He didn't know the password, yet he used his face to input the password.
But if you'd watched to the end it's not actually a quiz show, just a guy in a cafe setting, trying to log into his banking app (the memory quiz is in his head). It's just a illustration of a problem and Apple showing off that they have/are the answer, jeez!
11 months ago
My £250 64GB Dual Camera Huawei received a software update two days ago. “Oh yeah” I thought. “It does enough as it is. It’ll just be an incremental under-the-hood update again”. Looked under details. “Face Unlock”. Right. That’ll be amusing to see. How wrong I was. Bang on every time. Even upside down. It recognises immediately when the phone is picked up. No more button pressing. Great. And how much did this feature cost to add? Nothing. How much fuss was made of it? Nothing. How much disposable income do I have to justify buying the same features for four times more but with a ten times more shouty ad campaign? Nothing.
Very amusing and impressive production, Apple. I’ll give you that! But that’s all! ;)
lol, try it with a picture of your face.
[ Read All Comments ]
Panic, a company known for developing apps for iOS and macOS, today announced plans to enter the hardware market with the launch of the Playdate, a new handheld gaming system.
Playdate...
Apple may have discontinued its solid gold Apple Watch Edition back in 2016, but that hasn't stopped some keen do-it-yourselfers from filling the void.
YouTube stars Casey Neistat and...
FileMaker 18 for macOS launched today, introducing a collection of feature enhancements like an improved user interface and a larger variety of security controls. FileMaker, Inc. is one of...
Apple today previewed a new Safari feature called Privacy Preserving Ad Click Attribution that it says will allow advertisers to measure the effectiveness of their ad campaigns on the web without...
Popular PC game League of Legends is on its way to mobile devices, according to three sources with knowledge of plans for the game who spoke with Reuters. The smartphone version of the game is being...
Nintendo today kicked off the beta for its mobile game Mario Kart Tour, limited to Android in Japan and the United States. Thanks to players starting to get their hands on the game, we now have a...
Mobile network EE has announced it will launch 5G in the United Kingdom on May 30, beating rival Vodafone's 5G offering which launches in early July.
At a London press event this morning,...
Valve has released a new free standalone Steam Chat app for iOS and Android that brings several of the desktop Steam chat client's features to mobile.
Steam users can now use their...
