AppleInsider Staff
Apple continued its iPhone 6s ad blitz on Thursday by releasing a short, 30-second spot highlighting the new handset's 3D Touch capabilities, specifically "Peek and Pop" previews.
Like its first iPhone 6s commercial from September, Apple's 3D Touch ad is fast, funny and features a cameo from an A-list Hollywood star, in this case Jamie Foxx. The narrator, thought to be actress Lake Bell, quickly runs down a list of all the ways users can interact with iPhone using Apple's newly developed pressure-sensing input technology.
"This is iPhone 6s. Not much has changed, except it feels different," she says. "Now you press lightly to peek, and deeply to pop."
The commercial focuses heavily on "Peek and Pop" functionality, a 3D Touch technology that lets users press on an onscreen asset for a live preview, or push deeper to pop open a new window. Examples of both first- and third-party apps that support the feature are offered, as users are seen peeking flight times, searching for restaurants, browsing music and more.
Apple's spot ends with the tagline "The only thing that's changed is everything," a phrase introduced when iPhone 6s debuted last month.
As usual, iPhone 6s and 6s Plus saw record-breaking sales numbers, with Apple recording more than 13 million unit orders over launch weekend. The company is pushing hard to get iPhone 6s into 130 markets by the end of 2015. India, Malaysia and Turkey are scheduled to kick off sales tomorrow.
Malcolm Owen
Christine McKee
Amber Neely
20 Comments
I tried out my friend's iPhone 6S+ the other day, and I found 3d touch to be pretty cool. I imagine as more and more apps feature 3D touch, it will only make it more useful.
Am I correct in thinking that 3d touch is basically 3 levels of pressure, and force touch, like found in the new Magic Trackpad 2 is only 2 levels of pressure?
Shouldn't they both be equal? I mean, if somebody is sitting on a desktop Mac Pro, shouldn't they have the same pressure resolution as somebody else on their phone?
The new campaign is good, I think. I like it. It has spunk, attitude, confidence.
I have yet to
I tried out my friend's iPhone 6S+ the other day, and I found 3d touch to be pretty cool. I imagine as more and more apps feature 3D touch, it will only make it more useful.
Am I correct in thinking that 3d touch is basically 3 levels of pressure, and force touch, like found in the new Magic Trackpad 2 is only 2 levels of pressure?
Shouldn't they both be equal? I mean, if somebody is sitting on a desktop Mac Pro, shouldn't they have the same pressure resolution as somebody else on their phone?
I have yet to try out either Force Touch or 3D Touch, but I do believe they are slightly different from each other. Like cousins. Similar, but not identical. And then enter the Apple Pencil, which has many degrees of sensitivity. Is it getting confusing in here?
[quote name="Apple ][" url="/t/189469/apple-airs-iphone-6s-ad-with-focus-on-3d-touch-peek-and-pop#post_2791887"]I tried out my friend's iPhone 6S+ the other day, and I found 3d touch to be pretty cool. I imagine as more and more apps feature 3D touch, it will only make it more useful. Am I correct in thinking that 3d touch is basically 3 levels of pressure, and force touch, like found in the new Magic Trackpad 2 is only 2 levels of pressure? Shouldn't they both be equal? I mean, if somebody is sitting on a desktop Mac Pro, shouldn't they have the same pressure resolution as somebody else on their phone? [/quote] 3D Touch pressure required to peek and pop can be adjusted in the settings, which implies that the underlying hardware can detect a range of pressure, which implies that additional capabilities can be brought to the iPhone, like pressure-sensitive drawing and game control. My guess is that Apple is focusing on peek and pop initially as it's easy to understand, easy for apps to implement against, and has obvious value across a wide range of contexts. As time goes on, I'll bet we'll see additional capabilities highlighted.
My friend has the 6s, I tried it and it is great. I am stuck withe the 6 for another year, can't wait For the 7. By the way I like the ads. They are also a Little educational, which is good. Oh which reminds me, AI where are the iPhone 7 rumors?