Apple's newest iPhone X ad hypes Face ID & Apple Pay

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Apple's latest lifestyle ad for the iPhone X, "Fly Market," once again concentrates on the device's TrueDepth camera, in this case its usefulness with Face ID and Apple Pay.

The ad's protagonist is walking through a market with friends when he spots a hat he wants. As he keeps going, he buys more and more fashion accessories with his iPhone, each one accompanied by the "approved" chime heard when using Apple Pay.

By the end of the spot the character has completely changed his appearance, and bought his mother new furniture as well.

The soundtrack for the commercial is "Back Pocket," a song by funk band Vulfpeck.

Last week the company released another Face ID-themed ad, "Unlock,", likewise featuring a character waltzing through an environment using the magical powers of their iPhone X.

When not concentrated on Face ID, Apple has often hyped animoji — CG characters in Messages that let people record short animations using their real expressions. The company has sometimes directed its attention to features beyond the TrueDepth camera though, such as video capabilities.