Apple Promotes iPhone 12 'Ceramic Shield' Display In New 'Cook' Ad

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.

Related Forum: iPhone

Popular Stories

iPhone 17 Pro 3 4ths Perspective Aluminum Camera Module 1

New iPhone 17 Pro Details: Brighter Display, Best Battery Life, and More

Wednesday September 3, 2025 5:33 am PDT by
Apple's iPhone 17 Pro and iPhone 17 Pro Max models will feature a number of significant display, thermal, and battery improvements, according to new late-stage rumors. According to the Weibo leaker known as "Instant Digital," the iPhone 17 Pro models will feature displays with higher brightness, making it more suitable for use in direct sunlight for prolonged periods. The iPhone 16 Pro and...
iPhone 17 Pro Dark Blue and Orange

iPhone 17 and iPhone 17 Pro: Release Date and Pre-Orders

Friday September 5, 2025 10:52 am PDT by
Apple will be holding its annual iPhone event on Tuesday, September 9, to unveil the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. Assuming that Apple sticks to its familiar pattern, the iPhone 17 series should be available to pre-order starting Friday, September 12 at 5 a.m. Pacific Time / 8 a.m. Eastern Time. The release date for the devices should be one week later, on Fr...
Apple Watch Ultra 2 Complications

Apple Watch Ultra 3 Coming Next Week: Eight Reasons to Upgrade

Thursday September 4, 2025 7:38 am PDT by
We're only days away from Apple's "Awe dropping" fall event scheduled to take place on Tuesday, September 9 – and along with the new iPhone 17 series, we're going to get a new version of the Apple Watch Ultra for the first time since 2023. By the time the Ultra 3 is unveiled, it will have been two years since the previous model arrived. The intervening period has left plenty of room for...
iPhone 16 Battery Life Feature

iOS 26's New Battery Life Mode is Limited to These iPhone Models

Wednesday September 3, 2025 1:19 pm PDT by
iOS 26 introduces an Adaptive Power Mode on the iPhone, alongside the existing Low Power Mode. Apple says Adaptive Power Mode can make "performance adjustments" when necessary to extend an iPhone's battery life, including slightly lowering the display brightness, allowing some activities to "take longer," and automatically turning on Low Power Mode when the iPhone's remaining battery life...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro's Biggest Design Mystery is Finally Solved

Friday September 5, 2025 9:33 am PDT by
Apple is set to unveil the iPhone 17 series in just four days from now, and the biggest design mystery surrounding the Pro models has finally been solved. In a report outlining his expectations for Apple's event next week, Bloomberg's Mark Gurman said the iPhone 17 Pro models will have "a new cutout area on the bottom two-thirds of the phone that doubles as the wireless charging area."...
iPhone 17 AIR Loud Feature

iPhone 17 Air Could Start at $1,099 With 256GB Storage, 1TB for $1,499

Thursday September 4, 2025 2:54 am PDT by
Apple's upcoming iPhone 17 Air will have a $1,099 starting price providing 256GB of base storage and will max out at $1,499 with a 1TB option, according to the latest TrendForce report. Apple will offer three price/storage tiers for the all-new ultra-thin iPhone 17 model, which replaces last year's iPhone 16 Plus in the lineup. Here's how TrendForce sees them breaking down: 256GB — $1099...
iPhone 17 Pro Iridescent Feature 2

iPhone 17 and iPhone 17 Pro Prices Estimated Ahead of Apple Event Next Week

Tuesday September 2, 2025 1:50 pm PDT by
Just one week before Apple is expected to unveil the iPhone 17 series, an analyst has shared new price estimates for the devices. Here are J.P. Morgan analyst Samik Chatterjee's price estimates for the iPhone 17 series in the United States, according to 9to5Mac: Model Starting Price Model Starting Price Change iPhone 16 $799 iPhone 17 ...

Top Rated Comments

mi7chy Avatar
59 months ago
Is water resistance covered under warranty? If not, it's disingenuous to market it.
Score: 37 Votes (Like | Disagree)
yegon Avatar
59 months ago
It emboldens your font too it seems.
Score: 31 Votes (Like | Disagree)
TheDailyApple Avatar
59 months ago

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.
Score: 28 Votes (Like | Disagree)
colleen8463 Avatar
59 months ago
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.
Score: 24 Votes (Like | Disagree)
jogl Avatar
59 months ago
I accidentally brushed my 12 mini with a feather and it scratched.
Score: 22 Votes (Like | Disagree)
NBAasDOGG Avatar
59 months ago
[HEADING=2]Ceramic Shield is not different from other iPhones when it comes to scratch resistance.[/HEADING]
[HEADING=2]My iPhone 12 Mini is full of micro scratches and no different from my previous phones.[/HEADING]
Score: 19 Votes (Like | Disagree)