Mikey Campbell
Apple on Tuesday posted to its YouTube channel an iPhone 7 television advertisement focusing on the upcoming handset's advanced picture taking capabilities, water resistance, stereo speakers and more.
The 30-second spot is shot almost entirely in black-and-white, and what little color is seen — a tinge of blue from the sapphire camera lens cover and shots of the phone itself — is so subdued as to be mistaken as such. The result is a stark, high-contrast motif that fits in with Apple's latest sleeker-is-better design thrust (the company introduced two new black color options for 2016, one called Jet Black).
In fact, much of today's ad is draped in black. From the half-lit eyes of an owl to a dusky shot of a deer standing in a misty field to the silhouette of a boxer, Apple's iPhone 7 commercial is all about mood. It's also a good way to advertise the capture capabilities of iPhone 7 and 7 Plus, each of which boasts a 12-megapixel shooter with an f/1.8 aperture lens that lets in 50 percent more light than previous models.
Pairs are another overarching theme, a play on the dual-camera array introduced with iPhone 7 Plus. In addition to the stabilized wide-angle module, the 5.5-inch model includes a second telephoto lenser that lets users switch focal lengths on the fly.
Unlike past iPhone commercials, the first iPhone 7 version lacks a music bed. Instead, Apple's marketing team opted to punctuate onscreen visuals with a crescendo of crisp sound effects.
Preorders for Apple's iPhone 7 and 7 Plus kicked off last week ahead of shipments slated to arrive on Friday, Sept. 16. As promised, Jet Black models sold out quickly, with first-day stock of other popular colors following quickly behind.
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52 Comments
I'm loving the masculine dark filmic look of Apple now. The white and rose and gold with flowy fish graphics meant to I assume appeal to china and fashionistas didn't do much for me
Subdue, there is not even a full clear shot of the phone, but lots of suggestions. The new ad is all bout nuance.
Awesome. All subliminal.
Glad their out of their advertising slump. iPhone 6 had annoying commercials. Don't remember 6s. They're back with touching the human psyche with the Maya Angelou commercial and this dark one representing jet black.
This ad fall flat for me. It feels like it's geared toward juvenile and/or insecure males. All about style and nothing that registers with the usability, experience, or how the device connect you with others. It felt like the typical superficial Samsung ad, albeit with the higher class of a car commercial.