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Apple's latest ad uses human 'flood' to sell iPhone XR colors

Apple on Friday released a new video spot promoting the iPhone XR, once again concentrating on the chassis colors buyers can choose from.

2018 looks like 1984



The commercial features hundreds of people in different-colored jumpsuits, running and flipping over urban terrain until they all converge on a central location. Most of the suits reflect colors the iPhone XR is sold in, such as red and coral, though there are also green and purple runners as well.



That may be because the ad ends with text highlighting the XR's "Liquid Retina" display. It's an edge-to-edge LCD measuring 6.1 inches, with a pixel resolution of 1,792 by 828. That contrasts with the iPhone XS — which has a 5.8-inch OLED panel with 2,436-by-1,125 resolution — and the XS Max, which bumps screen size to 6.5 inches and resolution to 2,688 by 1,242.

The XR starts at $749 versus the XS's $999 though, and it's expected that the XR will ultimately emerge as Apple's bestselling 2018 iPhone model. That may not be good news, as sales of the device are forecast to be lower than anticipated.