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

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."

Top Rated Comments

carlsson Avatar
8 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)
kirbyrun Avatar
8 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)
hortod1 Avatar
8 months ago

I wanna know who that person in the basement was?
Siri
Score: 9 Votes (Like | Disagree)
TheYayAreaLiving ? Avatar
8 months ago
Pretty cool commercials. Felt like I’m watching a movie ? ?
Score: 9 Votes (Like | Disagree)
PlayUltimate Avatar
8 months ago
very well done.
Score: 7 Votes (Like | Disagree)
Tripps9000 Avatar
8 months ago
I wanna know who that person in the basement was?
Score: 7 Votes (Like | Disagree)

Related Stories

Beyond iPhone 13 Better Blue Face ID

Rumored iPhone 14 Pro Feature Delayed Until Next Year

Wednesday January 19, 2022 3:00 am PST by
Apple's long-rumored under-display Face ID technology will not be coming to the iPhone 14 Pro, according to recent reports. Based on the latest rumors, it now looks unlikely that the 6.1-inch iPhone 14 Pro and 6.7-inch iPhone 14 Pro Max will feature Face ID technology under the display as several reports claimed over the past year. Display industry consultant Ross Young, who often reveals ...
iphone 13 display pro max

iOS 16 Safety Feature Already Being Tested Using Millions of Devices

Friday December 17, 2021 3:13 am PST by
Apple is working on a "crash detection" feature using data from million of iPhones and Apple Watches that could launch in 2022, according to a recent report. Citing internal company documents and people said to be familiar with the matter, the Wall Street Journal reported last month that the new feature could use the iPhone and Apple Watch to automatically detect when a user is involved in a ...
emergency sos iphone banner

iPhones and Apple Watches Could Detect a Car Crash and Auto-Dial 911 Starting Next Year

Monday November 1, 2021 5:11 am PDT by
Apple is planning a new feature for the iPhone and Apple Watch that would enable the devices to detect if you are involved in a car crash and automatically dial 911 for emergency services, according to The Wall Street Journal's Rolfe Winkler. Apple plans to launch the "crash detection" feature in 2022, the report claims, citing company documents and people familiar with the matter. The...
iPhone 13 Pro Light Blue Side Feature

iPhone 15 Pro Expected to Feature Periscope Lens With Up to 10x Optical Zoom

Monday January 3, 2022 7:51 am PST by
At least one iPhone 15 model launched in 2023 will feature a periscope camera system, allowing for increased optical zoom, according to analyst Jeff Pu. With a periscope system, light entering the telephoto lens on the back of the iPhone would be reflected by an angled mirror towards the camera's image sensor. The change in direction in which the light travels would allow for Apple to fit a...
apple view concept right corner

Kuo: Apple AR Headset to Feature Advanced Hand Gesture Controls and Object Detection

Wednesday December 8, 2021 8:40 pm PST by
Apple's long rumored AR headset is predicted to include multiple highly sensitive 3D sensing modules in order to offer an innovative hand gesture and object detecting user interface, according to Apple analyst Ming-Chi Kuo in a new research note obtained by MacRumors. Antonio De Rosa concept render We predict that the structured light of the AR/MR headset can detect not only the position change ...
osbscura 3

Obscura 3 Camera App Gains Overhauled Interface and New Capture Modes

Friday February 18, 2022 2:16 am PST by
Alternative iPhone camera app Obscura 3 has launched with several new camera features and an overhauled design that aims to make its various photography tools easier to access. In the newly designed interface, the control wheel of the previous version has been replaced by an entirely gesture-based control system with haptic feedback, which the developer says improves single-thumb control and ...
iphone 13 pro austin mann telephoto main

Photographer Austin Mann's iPhone 13 Pro Test Looks at Camera Improvements With Macro, Photographic Styles, New Lenses, and More

Wednesday September 22, 2021 9:35 am PDT by
The photographer Austin Mann has today published his in-depth annual review of the latest iPhone's camera capabilities, this time focusing on the iPhone 13 Pro. Mann's tests were performed in Ruaha National Park, Tanzania, looking at each of the iPhone 13 Pro's camera upgrades, including Macro mode, increased telephoto zoom and Cinematic mode. ProRAW image shot with the iPhone 13 Pro's ...
UI Closeup Macro 4

Halide's New Macro Mode Lets You Take Close-Up Photos Without an iPhone 13 Pro

Wednesday October 6, 2021 9:00 am PDT by
iPhone 13 Pro models feature an upgraded Ultra Wide camera with autofocus that enables macro photography, allowing users to take close-up photos of flowers, insects, and other objects that are as close as 2cm to the camera lens. Apple's Macro Mode is limited to iPhone 13 Pro models, but those with older iPhones can now get in on the action, as Halide today announced that it has updated its...

Popular Stories

airpods pro black background

AirPods Pro 2: Five New Features and Improvements to Expect

Sunday August 14, 2022 3:28 pm PDT by
Apple's second-generation AirPods Pro are finally nearing launch, with a release expected later this year. If you are considering upgrading to the new AirPods Pro once they are released, keep reading for a list of five new features to expect. In addition to all-new features, the second-generation AirPods Pro will likely adopt some features added to the standard AirPods last year. H2 Chip ...
iPhone 14 Dummies 1 Feature

Everything Rumored for Apple's September Event: iPhone 14, Apple Watch Pro and More

Friday August 12, 2022 2:34 pm PDT by
There's just about a month to go until Apple holds its annual September event focusing on new iPhone and Apple Watch models. We thought we'd take a quick look at everything that's rumored for Apple's September event to give MacRumors readers a rundown on what to expect when the first fall event rolls around. iPhone 14 The iPhone 14 can probably be described more as an "iPhone 13S" because...
10th Generation iPad Render

10th-Generation iPad With Major Design Changes Reportedly in Production Ahead of September Launch

Monday August 15, 2022 8:02 pm PDT by
Apple's rumored 10th-generation iPad is currently in production and will feature "major" design changes, according to a report from Taiwanese website DigiTimes. A mockup of the potential 10th-generation iPad design by Renders By Shailesh The report did not provide any specific details about the 10th-generation iPad's new design, but rumors suggest the device will feature a larger 10.5-inch...
ios 16 lock screen feature2

Apple Seeds Sixth Betas of iOS 16 and iPadOS 16 to Developers [Update: Public Beta Available]

Monday August 15, 2022 10:04 am PDT by
Apple today seeded the sixth betas of upcoming iOS 16 and iPadOS 16 updates to developers for testing purposes, with the updates coming a week after Apple released the fifth developer betas. Registered developers can download the iOS and iPadOS 16 profiles from the Apple Developer Center, and once installed, the betas will be available over the air. iOS 16 introduces a revamped Lock...
apple watch se

Apple Watch SE vs. Apple Watch Series 8: New Features to Expect If You've Waited to Upgrade

Monday August 15, 2022 2:44 am PDT by
The Apple Watch SE was announced in September 2020 and has been a popular Apple Watch model for customers looking for their first smartwatch or an affordable Apple Watch. Apple Watch SE customers may be wondering, however, what's in store for them with the upcoming Apple Watch Series 8 and what new features they can expect. Continue reading to find out. Apple Watch SE vs. Apple Watch Series ...
odyssey ark 1

Samsung Launches $3,500 'Odyssey Ark' 55-Inch Curved Gaming Display

Monday August 15, 2022 7:15 am PDT by
Samsung today announced the launch of the Odyssey Ark, which the company says is the world's first 55-inch 4K curved display with a 165Hz refresh rate for improved gaming performance. Samsung first previewed the monitor at CES, but it is now available to order. Subscribe to the MacRumors YouTube channel for more videos. Priced at $3,500, the Samsung Odyssey Ark features mini-LED technology...
top stories 13aug2022

Top Stories: New Battery Percentage Icon in iOS 16, USB-C AirPods Rumor, and More

Saturday August 13, 2022 6:00 am PDT by
This week brought some shocking news for iOS 16 beta testers, with Apple bringing back the iPhone battery percentage to the status bar after a number of years. Other news and rumors this week included word that Apple has started recording portions of its media event planned for next month to introduce the iPhone 14 and Apple Watch Series 8, claims about iPhone 14 Pro pricing and Apple's...