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.

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Top Rated Comments

mariusignorello Avatar
78 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.
Score: 25 Votes (Like | Disagree)
andreyush Avatar
78 months ago
TouchId can do the same thing. :D Just sayin'
Score: 23 Votes (Like | Disagree)
ThomasJL Avatar
78 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.
Score: 21 Votes (Like | Disagree)
RedGala Avatar
78 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.
Score: 18 Votes (Like | Disagree)
kildraik Avatar
78 months ago
That was really funny. Loved it.
Score: 16 Votes (Like | Disagree)
RedGala Avatar
78 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.
Score: 15 Votes (Like | Disagree)