Swoop: Apple Promotes iPhone 15's Durability in Frantic New Ad

Wednesday January 24, 2024 8:04 pm PST by Joe Rossignol

Apple today promoted the durability of the iPhone 15's Ceramic Shield front glass in a new "Swoop" ad shared on its YouTube channel in Australia.

Watch on YouTube

In the video, a magpie attempts to attack a woman riding a bicycle, causing her to fall over. In the process, the iPhone she was using for cycling directions also drops to the ground, but it does not suffer damage due in part to the Ceramic Shield.

Apple says the Ceramic Shield is "tougher than any smartphone glass." Introduced on iPhone 12 models in 2020, Apple advertised the ceramic-infused glass as increasing drop performance by 4x compared to the iPhone 11.

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Top Rated Comments

dottdirtt

36 months ago

Their next ad should show an iPhone blown out of an airplane at 16,000ft surviving the fall to the ground with no damage. That might be closer to reality than a woman riding a bike randomly attacked by a bird...did she steal some eggs or something?

Lol this is extremely common in Australia. Swooping season is a thing. And they really hate bike riders

Score: 12 Votes (Like | Disagree)

Naildown

36 months ago

Their next ad should show an iPhone blown out of an airplane at 16,000ft surviving the fall to the ground with no damage. That might be closer to reality than a woman riding a bike randomly attacked by a bird...did she steal some eggs or something?

It's an Australian ad, and in Australia, this is our reality every year. Magpie's attack cyclist and pedestrians when they have eggs in their nest. You don't have the "steal some eggs" to be attacked, walking/running/riding by is enough to provoke them. Extremely common. Injuries are also very common, and I recall recently a baby died when the mother was attacked.

Proof: https://www.abc.net.au/news/2021-08-10/council-investigation-after-baby-dies-magpie-attack-brisbane/100364084

Score: 10 Votes (Like | Disagree)

allpurposeguru

36 months ago

Funny how the phone didn’t call emergency services, like it did in the OTHER iPhone-on-a-bike ad.

Score: 9 Votes (Like | Disagree)

n00boflife

36 months ago

No case? Right.

Score: 8 Votes (Like | Disagree)