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.
Friday November 6, 2026 9:22 am PST by Juli Clover
Apple today shared a new Apple Card ad highlighting how quick it is to apply, get approved, and make purchases.
In the spot, a therapist is listening to a patient drone on when a cheap flight pops up on her iPhone. Her wallet is across the room and she can't get up to grab it, so she opens up the iPhone Wallet app, applies for an Apple Card, and is able to purchase a flight within a couple...
Tuesday October 27, 2026 4:20 pm PDT by Juli Clover
Apple today continued with its "True Apple Watch Story" series, featuring two more people who credit the Apple Watch with saving their lives.
In the first video, Morgan tells the story of how her Apple Watch woke her up with high heart rate alerts. She ended up having a kidney infection and was going into septic shock.
The second video features a man named Josh, who used the Apple...
Thursday November 12, 2026 7:50 am PST by Joe Rossignol
Apple today shared its annual holiday season ad, in which a young man rediscovers his creativity after receiving a MacBook Neo as a gift from his parents.
The short film, titled The Dreamer, is directed by Melina Matsoukas.
"Watch the new Apple Holiday Film about a parents' gift that helps their son rediscover his creativity," said Apple, in the video's description. "Sometimes all it...
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.
