AppleInsider is supported by its audience and may earn commission as an Amazon Associate and affiliate partner on qualifying purchases. These affiliate partnerships do not influence our editorial content.
Apple on Thursday premiered its latest iPhone ad, trumpeting Portrait Mode on both the XS and the XR.
The 38-second spot, now on YouTube, consists mostly of a long pullout shot depicting a chaotic scene in New York City with rats, welding sparks, and an argument with a cab driver. It ultimately settles on a woman getting her photo taken, and an unseen shooter using Portrait Mode's simulated bokeh — known as Depth Control — to mask the reality of her surroundings.
The XR is Apple's first single-lens device to offer Portrait Mode, using algorithms alone to calculate depth. While the mode has been around since 2016, it was previously limited to iPhones with dual-lens cameras. In that case a telephoto lens captures the subject, while a wide-angle lens snaps the broader scene, using that as a reference point.