Apple shares iPhone 7 ad with focus on dual-cameras, water resistance

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.