Apple Shares Three New Humorously Dramatic Ads Showing Off iPhone 13 Pro Camera Capabilities

Monday December 27, 2021 6:40 am PST by Eric Slivka

Apple has debuted three new "Shot on iPhone" ads highlighting the camera capabilities of the iPhone 13 Pro, with each of them focusing on a specific feature in a humorously dramatic way.

In "Detectives," a pair of detectives sitting in a car discuss Cinematic mode, which lets you shift focus between subjects in a shot. The foreground detective mentions that the focus is on him since he's the main character while the background "supporting cast" detective asks whether he's out of focus and "what if my character had a big reveal?"

In "The Basement," a woman wanders through a dimly lit house as a ghostly voice repeatedly cries "Help me!" As she opens the door to the basement, the woman says "I'm scared...that the picture quality will suffer in such low light," but the voice from the basement reassures her that she "looks really good."

The final ad is entitled "Pavel" and it features black-and-white footage zooming in on a man sitting alone in a chair while somber music plays. A woman enters and begins speaking to him in Russian, asking if he is okay and saying "this slow unnerving zoom suggests you are descending into madness."

Tags: Apple Ads, Shot on iPhone

Top Rated Comments

carlsson

56 months ago

Tiny camera still equals crappy video. It might look okay if viewed on a tiny smartphone screen, but it won't be that good on a 65" 4K TV screen, much less in a movie theater. It won't have the HDR level because tiny sensor and tiny lens equals tiny amounts of light. And those apertures will be extremely small when looked at as equivalent to a FF camera. And these were done by pros with studio equipment and pro level processing which few can afford to do, nor have the experience and knowledge. The average ipnone 13 user will end up with even worse crap than this!

So I vote that we just go back to iPhone 1 and trash everything new from that point. I mean what's the point if it can't be as good as a Red Ranger Monstro?

"The best camera is the one you have with you."

Score: 13 Votes (Like | Disagree)

hortod1

56 months ago

I wanna know who that person in the basement was😂

Siri

Score: 10 Votes (Like | Disagree)

kirbyrun

56 months ago

Really, The blurring in the first commercial is horrendous

These were funny and very clever, but I agree -- it was really distracting to see the main character's nose blurring out.

But I kinda respect Apple for putting this out there and not airbrushing the flaws.

Score: 10 Votes (Like | Disagree)