AppleInsider Staff
Apple on Wednesday released a pair of iPhone commercials touting the time-saving benefits of 3D Touch and the new Live Photos image format, two features exclusive to the company's latest generation iPhone 6s handsets.
The first 30-second spot, titled "Less Time," positions the company's force-sensing 3D Touch display technology as a time saver. Instead of opening and switching between apps, users can press firmly on compatible links and content to preview pictures, video, Web links and more.
In a series of quick cuts users are seen performing Quick Actions from the iOS home screen, Peek and Pop gestures on photos and video and app-specific content previews.
Apple continues to enlist the help of celebrities, with today's ad featuring a cameo from Aubrey Plaza, who is seen "peeking and popping" flight information.
Related to 3D Touch, at least on iPhone 6s, is Apple's new Live Photos image format, which the company's second ad says are "more than just photos." Introduced with iPhone 6s, the half-still, half-moving images capture brief snippets of audio and video for playback on iOS and Mac machines.
Along with its television ads, Apple is advertising iPhone's photo taking capabilities in the recently renewed "Shot on iPhone" billboard campaign. The company is also pushing iPhone as part of the Start something new initiative targeting digital creatives.
Charles Martin
Malcolm Owen
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8 Comments
Anyone see this as Apple expecting samsung's g7 launching with similar feature so public knows apple is the one who first came up with this tech? could be just me... considering there have been similarly themed 3d touch ads
A friend of mine sent me some photos via iMessage recently from their new iPhone 6s+, and when I got the pictures, I noticed a small icon on them that I hadn't seen before, so when I held my finger on the photos, sure enough, they moved.
I asked my friend, why are you sending me live photos? I actually asked, why are you sending me short videos, because I was pretty sure that my friend had no clue as to what live photos meant.
They did indeed have no idea what I was talking about, so I showed my friend the live photos that they'd sent, and my friend was both shocked and surprised. I guess that live photos is enabled by default.
The voiceover in these ads is terrible.
Lake Bell comes off as smart-ass,, obnoxious and self-obsessed with her ugly vocal fry. But Apple is supposed to be upholding standards of good taste and user experience, in this case listener experience. They've even got the Aubrey Plaza character in the ad who redoubles the Kardashianese, the "I'm so urbane" raspy, petulant voice.
I hate to see Apple unthinkingly, maybe cynically, caving in to this speech fad. It's not going to last any more than the mindless dumb-blonde speech of movie gangster molls, the vacuous spaced-out speech of hippie acid heads, or the baby speech of Betty Boop flapper types. Lake Bells take note: you're going to sound very stupid in a few years. And completely exploited.