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
15 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
15 months ago
Ground rather than concrete was a let down.
Score: 49 Votes (Like | Disagree)
vmac556 Avatar
15 months ago
Lol falls on dirt. What a joke
Score: 34 Votes (Like | Disagree)
slicktor Avatar
15 months ago
Just make sure to fumble it toward soft sand and dirt! *may scratch tho
Score: 34 Votes (Like | Disagree)
miniyou64 Avatar
15 months ago
Yeah try it on asphalt...
Score: 32 Votes (Like | Disagree)
-DMN- Avatar
15 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

apple studio display blue

Deals: Expercom Offers First Discount on Apple's New Studio Display

Wednesday March 9, 2022 9:23 am PST by
Apple yesterday announced the new "Studio Display" external monitor, which features an all-screen design and a 27-inch 5K display. Expercom now has the first deal on this monitor, priced at $1,519.05, down from $1,599.00. Note: MacRumors is an affiliate partner with Expercom. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....
studio display

Apple's $1599 Standard Studio Display Does Not Come With a Polishing Cloth

Wednesday March 9, 2022 3:19 am PST by
Apple's brand new standard Studio Display does not come with a polishing cloth included in the box, unlike the Pro Display XDR which offers a cloth in both the standard and nano-textured models. On its website, Apple says that only the nano texture Studio Display will come with a polishing cloth in the box, alongside the display itself and a one-meter Thunderbolt cable. Apple's...
iPhone 14 Mock pill and hole thumb

Lower-End iPhone 14 Models Said to Have Same-Sized Display Bezels As iPhone 13

Tuesday March 8, 2022 4:39 am PST by
This year's lower-end iPhone 14 models will have a display with the same bezel thickness as the iPhone 13 series, according to an unverified but increasingly plausible source coming out of Asia. Apple is expected to release lower-end 6.1-inch iPhone 14 and 6.7-inch iPhone 14 Max models that continue to have a notch this year. According to a post from the account "yeux1122" on the Korean blog ...
iPhone 14 Mock pill and hole thumb

ProMotion Now Expected to Remain Exclusive to iPhone 14 Pro Models, Not Expand to Entire Lineup

Sunday January 16, 2022 8:56 am PST by
Continuing the tradition set with the iPhone 13 Pro, only the highest-end iPhone 14 models will feature Apple's ProMotion display technology, according to a respected display analyst. Ross Young, who on multiple occasions has detailed accurate information about Apple's future products, said in a tweet that ProMotion will not be expanded to the entire iPhone 14 lineup and will remain...
OLED iPad Air

Apple Rumored to Be Planning OLED iPad Pro in Both 11-Inch and 12.9-Inch Sizes

Monday March 14, 2022 9:30 am PDT by
Apple plans to launch new iPad Pro models with OLED displays in both 11-inch and 12.9-inch sizes in the future, according to a report published today by Ross Young, co-founder and CEO of research firm Display Supply Chain Consultants. "Looking at tablets beyond 2022, we expect to see Apple shake-up this category again by launching OLED iPad Pros," wrote Young. While mini-LED display...
iPhone 14 Mock pill and hole thumb

Kuo: Only iPhone 14 Pro Models to Get 'A16' Chip, Standard Models to Retain A15

Sunday March 13, 2022 8:49 am PDT by
Only the iPhone 14 Pro models will have the "A16" chip, while the standard iPhone 14 models will retain the A15 Bionic chip from the iPhone 13, according to insightful Apple analyst Ming-Chi Kuo. In a tweet, Kuo said that the 6.1-inch "iPhone 14 Pro" and the 6.7-inch "iPhone 14 Pro Max" will get the A16 chip, while the 6.1-inch "iPhone 14" and the 6.7-inch "iPhone 14 Max" will retain the...
maxresdefault

iPhone 13 Models Have Same Durability as iPhone 12 in Drop Tests

Monday September 27, 2021 9:01 am PDT by
Apple made few design changes to the iPhone 13 lineup and the new devices continue to feature a durable Ceramic Shield front to protect the display, a glass back, and flat edges at the side. Allstate Protection Plans conducted one of its annual drop tests on the iPhone 13 and 13 Pro, and found that due to the similar designs, the iPhone 13 models are comparable to the iPhone 12 models when...
studio display 1

Apple's Studio Display vs. LG's UltraFine 5K Display

Wednesday March 23, 2022 11:27 am PDT by
With the unveiling of Apple's new 27-inch 5K Studio Display earlier this month, it immediately drew comparisons to LG's similar UltraFine 5K display that's been on the market for a number of years. Subscribe to the MacRumors YouTube channel for more videos. The LG display is $300 cheaper than the Studio Display, and while availability has been spotty, LG says it will continue to be available...

Popular Stories

apple ar headset concept 1

Apple's Headset Said to Feature 14 Cameras Enabling Lifelike Avatars, Jony Ive Has Remained Involved With Design

Friday May 20, 2022 6:50 am PDT by
Earlier this week, The Information's Wayne Ma outlined struggles that Apple has faced during the development of its long-rumored AR/VR headset. Now, in a follow-up report, he has shared several additional details about the wearable device. Apple headset render created by Ian Zelbo based on The Information reporting For starters, one of the headset's marquee features is said to be lifelike...
iPhone 14 Purple Lineup Feature

Will the iPhone 14 Be a Disappointment?

Saturday May 21, 2022 9:00 am PDT by
With around four months to go before Apple is expected to unveil the iPhone 14 lineup, the overwhelming majority of rumors related to the new devices so far have focused on the iPhone 14 Pro, rather than the standard iPhone 14 – leading to questions about how different the iPhone 14 will actually be from its predecessor, the iPhone 13. The iPhone 14 Pro and iPhone 14 Pro Max are expected...
sony headphones 1

Sony's New WH-1000XM5 Headphones vs. Apple's AirPods Max

Friday May 20, 2022 12:18 pm PDT by
Sony this week came out with an updated version of its popular over-ear noise canceling headphones, so we picked up a pair to compare them to the AirPods Max to see which headphones are better and whether it's worth buying the $400 WH-1000XM5 from Sony over Apple's $549 AirPods Max. Subscribe to the MacRumors YouTube channel for more videos. First of all, the AirPods Max win out when it comes ...
studio display 3

Apple's Rumored 27-Inch Mini-LED Display Now Said to Launch in October

Friday May 20, 2022 8:07 am PDT by
Apple now plans to release a new 27-inch display with mini-LED backlighting in October due to the Shanghai lockdown, which has resulted in production of the display being delayed, according to display industry consultant Ross Young. In a tweet, Young said Apple is in the process of moving production of the display from Quanta Computer to a different supplier and/or location, resulting in a...
HomePodandMini feature green

Kuo: Apple to Release New HomePod in Late 2022 or Early 2023

Friday May 20, 2022 8:55 am PDT by
Apple is working on an updated version of the HomePod that could come in the fourth quarter of 2022 or the first quarter of 2023, according to Apple analyst Ming-Chi Kuo. Kuo says that there "may not be much innovation in hardware design" for the new HomePod, and there is no word on what size the device will be and if it will be a HomePod mini successor or a larger speaker. Apple would ...
airtag purple

Best Apple Deals of the Week: Save on AirTag, AirPods 3, and iPads

Friday May 20, 2022 8:01 am PDT by
Solid markdowns on the AirTag, AirPods 3, and a few iPad models were introduced this week, and below you'll find all of the best deals of the past few days that are still available to purchase. AirTag Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. What's the...