Apple Promotes Face ID as Even Easier and More Secure Than Touch ID in Humorous New iPhone Ad
Timed with midsummer, the 30-second spot depicts a man napping on a reclining lounger in a backyard. After receiving a trio of iMessage notifications on his iPhone XR, he slowly raises the lounger to line up his face with the iPhone and unlocks the device with Face ID, all while continuing to lay down.
The messages come from a friend named Craig, who asks the man if he still plans to come around, suggesting that the two had made plans together. Instead, the man promptly returns to his nap alongside his dog. The ad is aptly titled "Nap" and features the song "Nice" by Grammy Award-winning DJ Latroit.
Face ID debuted on the iPhone X in 2017. At the time, Apple said the probability that a random person could unlock someone else's iPhone X was approximately one in 1,000,000, versus one in 50,000 for Touch ID.
The ad is part of Apple's ongoing "That's iPhone" marketing campaign promoting both hardware and software features of the device, such as iMessage encryption, App Store privacy, iPhone material recycling, and water resistance. "Face ID is even easier and more secure than Touch ID. That's iPhone."
Update 1:40 pm: Apple has also released a new short feature-focused ad with a similar tagline emphasizing that Face ID is more secure than Touch ID.