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Latest iPhone X ad 'studio in your pocket' touts Portrait Lighting

The latest in a long series of ads touting Portrait Lighting, the new 30-second spot creates the illusion of an iPhone X making a professional photography studio available.

Apple Monday released a new commercial for the iPhone X, specifically touting the phone's camera and Portrait Lighting capabilities.

In the ad, a young woman is seen taking the iPhone X out of her pocket. Then, suddenly, lights, umbrellas and all of the other gear and accessories that would be present in a professional studio appear around her.

The commercial ends with the slogan "Studio in Your Pocket," a trio of photos of the woman, and the on-screen phrase "Portrait Lighting on the iPhone X."

The spot debuted on Apple's YouTube channel Monday. The song in the ad is "La Fete Noire" by Flavien Berger.

Selling Point

Portrait Lighting debuted last year long with the iPhone X and iPhone 8 Plus, and it's meant to make photos taken on device resemble professional-looking photographs.

Apple has heavily pushed Portrait Lighting in its advertising in recent months. It released two ads in January showcasing the feature, and a 90-second video in February about its development. And another ad, last month, featured Portrait Lighting as a reason to switch to iPhone from Android.