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Apple Shares New 'Unleash' iPhone X Ad Highlighting A11 Bionic Chip

Apple today shared a fun new iPhone X ad on its YouTube channel, this time touting the capabilities of the A11 Bionic chip built into the device.

In the video, a student walks down the street playing popular iOS game Vainglory on his iPhone when the game characters start coming to life and attacking him, causing him to fight them off in the real world.


Apple has shared multiple clever iPhone X ads focusing on features like Face ID, Animoji, Portrait Mode, Portrait Lighting, and more, but this is the first video that has specifically highlighted the A11 Bionic chip, which is the fastest chip ever in one of Apple's mobile devices.

The A11 is a 10-nanometer six-core 2.4GHz chip with two performance cores and four high-efficiency cores, and it's powerful enough for console-quality games and augmented reality applications. It includes a three-core Apple-designed GPU too, along with an embedded M11 Motion coprocessor.

In benchmarks, the A11 significantly outperforms the A10 included in previous models for better gaming and better performance all around. It's called the "Bionic" because two of the cores in the chip are dedicated to a neural engine that's able to process more than 600 billion operations per second, powering Face ID and other machine learning tasks.

Apple's latest iPhone X ad will be shown on TV and on social networks starting soon. According to Vainglory's developers, there's an exclusive skin tied to the ad that can be downloaded in game.



Related Roundup: iPhone X
Buyer's Guide: iPhone X (Caution)


Top Rated Comments

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4 weeks ago
Gets killed by creature he doesn’t see hiding behind the notch.
Rating: 17 Votes
4 weeks ago
I don't understand why there is so much hate for a company that makes electronic devices. If I don't like a companies products, I just don't buy them and I move on with my life. It's kind of sad to see so many people that just come here to complain about products that they don't even use. What's the point.
Rating: 12 Votes
4 weeks ago
Apple's mobile processors are by-far the Best in the Industry ... interesting that this is the first time they're promoting it like this.
Rating: 11 Votes
4 weeks ago
I honestly don't care about how fast the chips are when iOS's 'input-blocking' makes it feel sluggish and unresponsive.

My iPhone 5 on iOS 6 feels much faster than my iPhone 8.
Rating: 8 Votes
4 weeks ago
What the hell is happening to Apple? Even their commercials are becoming ... worse.
Rating: 7 Votes
4 weeks ago

What the hell is happening to Apple? Even their commercials are becoming ... worse.

imo this is a very good commercial
catchy music- check
good appeal
nice and short
Rating: 6 Votes
4 weeks ago

What the hell is happening to Apple? Even their commercials are becoming ... worse.

Can you point what's wrong with the commercial or you're just bashing for no reason?
Rating: 6 Votes
4 weeks ago

Hmm, are they trying to hide the notch in this ad? It appears to have fade out at the sides when he's in the game.
(I have the 8 plus, never used an X, so not sure if this is how apps are dealing with the notch)

The notch is still there, doesn’t look faded to me
Rating: 5 Votes
4 weeks ago

I honestly don't care about how fast the chips are when iOS's 'input-blocking' makes it feel sluggish and unresponsive.

My iPhone 5 on iOS 6 feels much faster than my iPhone 8.


Thank you for saying this! I still have my iPhone 5 running iOS 6 (which actually runs at a consistent 60fps everywhere without any of those random stutters that are hideously present in today’s iOS that make it feel as though it’s running at 20fps in areas), so I can actually compare it against my 6s running iOS 12. The former is smoother and snappier with no where near the amount of that annoying input-blocking.

I just don’t get impressed with their latest chipsets anymore when the software running on them doesn’t take advantage of it like it should. You can have all the cores and highest clock speeds in the world but what’s the point if the software is crap? I would kill to see what iOS 6 runs like on today’s chips, I can only imagine because even when running on 5 year old hardware it still feels snappier and smoother in many areas than today’s offerings.

It’s further proof to me that their software has gone down hill since and the software is what has always mattered most on their devices. It’s where the real magic happens (or used to anyway), the hawrdware is just a shell that better showcases it to sell it. I remember when iPhones actually got faster and snappier every year with the chips singing along in perfect harmony with the new software but sadly that doesn’t feel the case anymore.
Rating: 5 Votes
4 weeks ago
The ad had a higher budget than any iPhone game.
Rating: 4 Votes

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