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

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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.

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Top Rated Comments

mi7chy Avatar
mi7chy
29 months ago
Is water resistance covered under warranty? If not, it's disingenuous to market it.
Score: 37 Votes (Like | Disagree)
yegon Avatar
yegon
29 months ago
It emboldens your font too it seems.
Score: 31 Votes (Like | Disagree)
TheDailyApple Avatar
TheDailyApple
29 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
colleen8463
29 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
jogl
29 months ago
I accidentally brushed my 12 mini with a feather and it scratched.
Score: 22 Votes (Like | Disagree)
NBAasDOGG Avatar
NBAasDOGG
29 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)
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