New in OS X: Get MacRumors Push Notifications on your Mac

Resubscribe Now Close

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.


Top Rated Comments

(View all)

10 weeks 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.
Rating: 25 Votes
10 weeks ago
TouchId can do the same thing. :D Just sayin'
Rating: 23 Votes
10 weeks 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.
Rating: 21 Votes
10 weeks 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.
Rating: 18 Votes
10 weeks ago
That was really funny. Loved it.
Rating: 16 Votes
10 weeks 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.
Rating: 15 Votes
10 weeks 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.
Rating: 15 Votes
10 weeks ago
Nice ad. Face ID is awesome. Very few times where I need to try multiple times to activate it.
Rating: 14 Votes
10 weeks 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!

Rating: 11 Votes
10 weeks 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.
Rating: 11 Votes

[ Read All Comments ]