In a new ad on its YouTube channel, Apple is promoting the durability and water resistance of the iPhone 12 and the performance of the "Ceramic Shield" display.
The ad, named "Cook," showcases a chef putting an iPhone 12 through its paces by splashing it with liquids and flour, plus dropping it on its screen multiple times. The ad aims to highlight the "Ceramic Shield" display on the iPhone 12, a new type of glass made by "introducing nano-ceramic crystals into the glass."
Apple claims this new glass on the front and back of iPhone 12 models results in four times better drop performance and calls it the toughest glass in any smartphone. iPhone 12 models are certified with an IP68 rating, allowing them to withstand submersion in up to 6 meters of water for up to 30 minutes.
Apple today highlighted the SOS feature in the Apple Watch, publishing a short video featuring a man named Phil, who crashed while mountain biking.
Phil was biking with his two young children when he had an accident and was knocked unconscious. His Apple Watch detected the fall, calling emergency services and alerting his wife.
He ended up breaking his collarbone and seven ribs, but was...
As reported by MediaPost, businesses in the U.S. and Canada can buy Apple Maps ad slots starting today. An introductory offer provides advertisers with a 15% credit towards future ad spend, on up to $1,000 per month of spend over the first year.
The ads do not appear to be visible in Apple Maps just yet, but they should be rolling out soon, as Apple previously stated that the ads would go live ...
Apple has yet to reveal when the iPhone 18 Pro and iPhone Ultra will be announced and released, but the dates usually follow a familiar pattern.
As usual, the event is expected to take place in the first half of September.
Labor Day falls on September 7 this year. The last time the holiday was on that day was in 2020, but the iPhone event that year was delayed until October due to the...
Ceramic Shield is not different from other iPhones when it comes to scratch resistance. My iPhone 12 Mini is full of micro scratches and no different from my previous phones.
Greater drop resistance doesn’t equal greater scratch resistance. In fact it’s the opposite. Harder materials are more resistant to scratching but more prone to shattering and cracking. More flexible materials are resistant to cracking or shattering since they can flex to absorb the shock, but they with scratch more easily.
Apple opted for the latter since shattering a phone is worse than scratching it. If you absolutely can’t stand scratches, buy a glass screen protector.
The content is fun and I get it's meant to be exaggerated and light hearted, but feels a bit disingenuous and misleading. I mean, you shouldn't be leaving your phone in piles of flour, tossing it in the air to catch it, and rinsing it out in the sink. I take the water resistance to mean it's okay if my phone gets a little wet in the rain, not stick it under the kitchen sink. These are still very expensive and moderately fragile items and this ad is misleading.
Ceramic Shield is not different from other iPhones when it comes to scratch resistance. My iPhone 12 Mini is full of micro scratches and no different from my previous phones.
Apple's first foldable iPhone, with a book-style design featuring a ~5.5-inch outer display and a ~7.8-inch inner display with a minimal crease down the middle.
