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Apple's Latest iPhone 16 Ad Highlights Pro Camera Feature

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Ahead of the holiday season, Apple is sharing iPhone 16 ads highlighting the new functionality in an effort to entice customers to upgrade to the latest models. Today's ad focuses on the 4K 120 frames per second Dolby Vision video recording feature that is exclusive to the ‌iPhone 16‌ Pro and ‌iPhone 16‌ Pro Max.


The minute-long ad shows several slow motion shots, including a wind storm, an astronaut floating in space, an arrow flying through the air, a car crash, and more. The spot ends with the tagline "Hollywood in your pocket."

An option to capture cinematic slow motion video at 4K 120fps is one of the major new features that sets the ‌iPhone 16‌ Pro models apart from the standard ‌iPhone 16‌ models. When recording video using the new 120fps mode, there is an option in the Photos app to change the frame rate later, so you can select from 60, 48, 30, or 24 fps in post processing.

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Top Rated Comments

btrach144 Avatar
btrach144
19 months ago
Have to agree with others. The ad is out of touch.

A lot of pro mac buyers are pros.

but

Most iPhone pro buyers are just normal consumers. I’m not flipping cars to make video on my iPhone. I’m taking family videos and such.

This ad leaves me feeling that I am not the target customer for a pro phone and next time I should get the regular iPhone.
Score: 6 Votes (Like | Disagree)
G
goodcow
19 months ago
Why doesn't Apple upload in 4K to their YouTube channel?
Score: 6 Votes (Like | Disagree)
C
citysnaps
19 months ago

Hollywood in your pocket? Hollywood uses professional cameras for shooting blockbusters, not wannabe professional cameras. Professional != Pro
It’s for creative people with imaginations, having the ability to dream and to tell stories. Not for people lacking those abilities and believing it’s all about gear.

That’s also true for making compelling photographs.
Score: 4 Votes (Like | Disagree)
M
MiaBchDave
19 months ago
Because your average Joe is flipping a car to film on his iPhone. Just an inane concept. How about this, take regular videos that people make, like vacation shots or family team sports, or hikes, or anything familiar and elevate them with the new features to look "Pro" or whatever your carrot is. There's plenty of actual professionals on YouTube that have used the features this way to show what the phone is capable of... this commercial, not so much.
Score: 3 Votes (Like | Disagree)
M
Mr_Ed
19 months ago

Surprised to find I am not keen on this ad. Usually love a large majority of Apple's advertising even when many do not.
This one is weird in a bad way, not quirky.
Makes you guess as to what the 'punchline' is going to be, but the 'punchline' isn't satisfying.
Also, imagery that seems designed to grab attention but unlikely to create a positive association for the viewer.
For me the punchline wasn’t “satisfying” because the ad seems aimed at a tiny fraction of the potential customer base who would might find this useful as an actual production tool. For the vast majority of people, an ad like this doesn’t move the needle one iota when making a purchasing decision.

I guess that’s what I find strange about ads like this. The narrow target audience seems counterintuitive to “we want to sell lots of these things.” However you feel about this particular feature, the vast majority of people who opt for an iPhone “Pro” model are probably doing so based on other features, like display technology or size (PM).
Score: 3 Votes (Like | Disagree)
MacAddict1978 Avatar
MacAddict1978
19 months ago

Hollywood in your pocket? Hollywood uses professional cameras for shooting blockbusters, not wannabe professional cameras. Professional != Pro
None of these "Filmed on iPhone" ads are the products of iPhones. They use professional everything else - lights, boombs, gimbles... Somtimes there are disclaimers too and you learn some of the footage was shot on other cameras.
Score: 3 Votes (Like | Disagree)
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