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
9 months 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
9 months ago
Ground rather than concrete was a let down.
Score: 49 Votes (Like | Disagree)
vmac556 Avatar
9 months ago
Lol falls on dirt. What a joke
Score: 34 Votes (Like | Disagree)
slicktor Avatar
9 months ago
Just make sure to fumble it toward soft sand and dirt! *may scratch tho
Score: 34 Votes (Like | Disagree)
miniyou64 Avatar
9 months ago
Yeah try it on asphalt...
Score: 32 Votes (Like | Disagree)
-DMN- Avatar
9 months 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)

Related Stories

OLED iPad Pro and MacBook Pro

iPad and MacBook Models With OLED Displays Rumored to Launch in 2022

Thursday March 4, 2021 8:19 am PST by
Apple plans to release new iPad and MacBook models with OLED displays in 2022, according to industry sources cited by Taiwanese supply chain publication DigiTimes. The information was shared in the site's paywalled "Before Going to Press" section, so there are no further details yet, but the full report should be released by tomorrow. Apple has gradually increased its adoption of OLED...
maxresdefault

Apple Shares 'Full Bloom' Shot on iPhone 12 Video Featuring Flowers

Thursday May 6, 2021 9:29 am PDT by
Apple today shared a new video in its ongoing "Shot on iPhone 12 - Everyday Experiments" series, which features unique photography tutorials and ideas for iPhone users, along with impressive visuals. "Full Bloom," as the name suggests, features flowers, and Apple says that it's meant to "celebrate spring's colors, life, and growth with the iPhone 12." As with other "Everyday Experiments"...
OLED iPad Pro Feature

Apple Rumored to Adopt OLED Displays in 'Some' iPad Models Starting Next Year

Monday May 31, 2021 9:50 am PDT by
Apple plans to adopt OLED display technology in "some" iPad models next year, following the recent adoption of mini-LED technology in its highest-end 12.9-inch iPad Pro, according to a report from Korea's ETNews. The report, citing industry sources, claims that Apple will use OLED displays instead of LCDs in some iPad models starting in 2022. The report doesn't specify which iPad models...
Foldable iPhone 2023 Feature Yellow

Kuo: Apple to Launch 8-Inch Foldable iPhone in 2023

Sunday May 2, 2021 8:43 pm PDT by
Apple is working to launch a foldable iPhone with an 8-inch QHD+ flexible OLED display in 2023, Apple analyst Ming-Chi Kuo said today in a note to investors that was seen by MacRumors. Based on our latest industry survey, we forecast that Apple will likely launch a foldable iPhone with an 8-inch QHD+ flexible OLED display in 2023, with SDC as the exclusive display supplier and Samsung Foundry...
maxresdefault

Early iPhone 12 Tests Show Ceramic Shield is Stronger and More Scratch Resistant Than iPhone 11 Glass

Friday October 23, 2020 1:21 pm PDT by
Apple's new iPhone 12 models are protected by a Ceramic Shield cover glass that has nano-ceramic crystals infused right into the glass to improve durability. According to Apple, Ceramic Shield offers four times better drop protection than the glass used for the iPhone 11 models. YouTube channel MobileReviewsEh conducted some tests on the iPhone 12 using a force meter to compare its performance ...
iphone 12 120hz thumbnail feature

Samsung to Start Making LTPO OLED Displays for Apple in First Half of 2021

Monday March 22, 2021 2:03 pm PDT by
Samsung is planning to begin making low-temperature polycrystalline oxide (LTPO) thin-film transistor (TFT) OLED displays for Apple beginning in the first half of 2021, according to a new note by research firm UBI Research shared by The Elec. Samsung plans to convert its current low-temperature polycrystalline silicon (LTPS) TFT OLED display manufacturing for the new technology as Apple...
samsung ar glasses

Leaked Videos Reveal Samsung's Plans for AR Glasses to Compete With Apple

Monday February 22, 2021 5:43 am PST by
Amid a spate of rumors in recent months about Apple's plans for a mixed reality headset and AR glasses, videos of Samsung's plans for its own AR glasses have purportedly leaked online (via The Verge). A leaker known as "WalkingCat" has shared seemingly official Samsung concept videos that depict "Samsung Glasses Lite" and "Samsung AR Glasses." Samsung Glasses Lite give the illusion of a 2D ...
snap spectacles

Snap Working on Advanced Smart Glasses With Augmented Reality Capabilities

Tuesday March 30, 2021 2:33 pm PDT by
Snap is designing a new set of "Spectacles" smart glasses that have augmented reality capabilities, reports The Information. Snap has sold several versions of its Spectacles, but current options do not have AR features and are instead equipped with a camera for uploading content to social network Snapchat. The augmented reality Spectacles will be aimed at developers and creators rather than...

Popular Stories

telsa cyberwhistle

Elon Musk Urges Customers to Buy 'Tesla Cyberwhistle' Instead of Apple Polishing Cloth

Wednesday December 1, 2021 4:01 am PST by
Tesla CEO Elon Musk has encouraged customers to buy the "Cyberwhistle" for $50 instead of Apple's much-discussed Polishing Cloth. The product page, which Musk shared on Twitter on Tuesday evening, offers a limited edition stainless steel whistle with the same distinctive design of the Tesla Cybertruck:Inspired by Cybertruck, the limited-edition Cyberwhistle is a premium collectible made from ...
iPhone SE Cosmopolitan Clean

New iPhone SE Reportedly on Track for Release in First Quarter of 2022

Tuesday November 30, 2021 8:08 am PST by
Apple plans to release a third-generation iPhone SE in the first quarter of 2022, according to Taiwanese research firm TrendForce. If this timeframe proves to be accurate, we can expect the device to be released by the end of March. As previously rumored, TrendForce said the new iPhone SE will remain a mid-range smartphone with added support for 5G:In terms of product development, Apple is...
maxresdefault

Five Features to Look Forward to in the 2022 MacBook Air

Tuesday November 30, 2021 1:51 pm PST by
In 2022, Apple is going to release an updated version of the MacBook Air with some of the biggest design changes that we've seen since 2010, when Apple introduced the 11 and 13-inch size options. In the video below, we highlight five features that you need to know about the new machine. Subscribe to the MacRumors YouTube channel for more videos. No More Wedge Design - Current MacBook...
2017 apple tv

Cyber Monday: Original Apple TV 4K Drops to $99.99 for Amazon Prime Members

Monday November 29, 2021 12:01 pm PST by
We've been tracking Apple product and accessory deals for Cyber Monday 2021 today, and now Woot is offering a solid discount on the previous generation 32GB Apple TV 4K. You can get this device in new condition for just $99.99 if you're an Amazon Prime member. Note that this sale will last for one day only. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
apple top apps games 2020

Apple Reveals the Most Downloaded iOS Apps and Games of 2021

Thursday December 2, 2021 12:05 am PST by
Along with naming its editorial picks for the top apps and games of 2021, Apple today shared charts for the most downloaded free and paid apps and games in the United States across 2021. The number one most downloaded free iPhone app was TikTok, followed by YouTube, Instagram, Snapchat, and Facebook. The top paid iPhone apps included Procreate Pocket, HotSchedules, The Wonder Weeks, and Touch...
Mac Notebook Upgrade Program

Apple Introduces New MacBook Upgrade Program for Business Partners

Monday November 29, 2021 7:38 am PST by
In association with CIT as the financing partner, Apple has launched a new Mac Upgrade Program for small businesses and Apple business partners that allow companies to easily distribute and upgrade their fleets of MacBooks at an affordable price to all of their workers. As outlined on CIT's website, shared by Max Weinbach, Apple Business Partners can distribute the 13-inch MacBook Pro,...
airpods prototype translucent

Transparent AirPods and 29W Power Adapter Prototypes Surface in Photos

Tuesday November 30, 2021 7:16 am PST by
Images of transparent prototype AirPods and a 29W Apple power adapter have been shared on Twitter by Apple device collector Giulio Zompetti. The prototypes, which appear to be either first-generation or second-generation AirPods, feature clear plastic along the stem and around the outer side of the earbud, with the normal white plastic on the inner side of the earbud. Transparent casings are ...
apple view concept right corner

Apple Planning to Replace the iPhone With AR Headset in 10 Years

Wednesday December 1, 2021 2:29 am PST by
Apple is planning to replace the iPhone with an augmented reality (AR) headset in 10 years, a process that is apparently due to start as soon as next year with the launch of a head-mounted device, according to a recent report. Concept render of Apple's rumored AR headset by Antonio De Rosa In a note to investors seen by MacRumors, eminent analyst Ming-Chi Kuo explained that "Apple's goal is...