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Apple shines 'A New Light' on iPhone X's Portrait Lighting in fresh spot

"Studio-quality portraits without the studio," Apple again promises in a new camera-focused iPhone X ad pushed to YouTube on Friday.

The 30-second ad plugs the iPhone X's "radically new" cameras and the accompanying Portrait Lighting feature. Portait Lighting's ability to utilize depth information from the handset's cameras to dynamically adjust and simulate different lighting conditions is ably demonstrated by a diverse group of young people.

As has become Apple's custom, the spot is backed by an upbeat track from a rising artist - in this case NVDES & REMMI's D.Y.T. (Do Your Thing).

The launch of Apple's future-focused new iPhone X has been accompanied by an avalanche of advertising. Face ID, Animoji, and Portrait Lighting have variously been featured.

While there's no word yet on how well the iPhone X is selling on the back of this ad blitz - a first glimpse of sales figures is expected in February - the company does appear to have mostly caught up with demand. A post-Christmas survey of Apple retail outlets in the U.S. found the iPhone X in stock at 97% of locations.