Apple Shares 'Fumble' Ad Highlighting iPhone 12 Ceramic Shield

Apple today shared a new ad that focuses on the iPhone 12's durability, specifically highlighting the Ceramic Shield display, which is meant to be tougher than standard smartphone glass.


In the ad, a woman's ‌iPhone 12‌ slips out of her hand and she fumbles with it for several seconds before it flies out of her grip and lands on the ground, coming away unscathed.

"‌iPhone 12‌ with Ceramic Shield. Tougher than any smartphone glass. Relax, it's the iPhone," reads the video's caption.

All of the ‌iPhone 12‌ models feature Ceramic Shield OLED displays, which Apple says offers four times better drop protection than was available with prior ‌iPhone‌ models.

The Ceramic Shield material, which comes from Corning, is made by infusing nano-ceramic crystals into glass to improve durability. Though the Ceramic Shield seems to be better able to withstand drops than prior ‌iPhone‌ display technology, it is still prone to scratching.

Top Rated Comments

Mikman Avatar
2 weeks ago
Funny how it hits the much softer dirt/sand type. Why not just let it drop on the sidewalk if they are so proud of the ceramic display?
Score: 110 Votes (Like | Disagree)
masterleep Avatar
2 weeks ago
Ground rather than concrete was a let down.
Score: 49 Votes (Like | Disagree)
vmac556 Avatar
2 weeks ago
Lol falls on dirt. What a joke
Score: 34 Votes (Like | Disagree)
slicktor Avatar
2 weeks ago
Just make sure to fumble it toward soft sand and dirt! *may scratch tho
Score: 34 Votes (Like | Disagree)
miniyou64 Avatar
2 weeks ago
Yeah try it on asphalt...
Score: 32 Votes (Like | Disagree)
-DMN- Avatar
2 weeks ago
Woman: iPhone sprung towards what looks to be middle of the intersection
Ground: I will shapeshift to a fluffy cloud of dirt
Score: 28 Votes (Like | Disagree)

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