Apple continues UK 'There's more to iPhone' campaign with focus on recycling, Face ID, iOS 12

Originally a campaign that started in Germany last year, the "There's more to iPhone" promotion surfaced on the United Kingdom and France regional Apple websites at the start of March. The scheme is to educate users of Apple's ethical approach to device management and production, including data protection, the environment, and personal security.

At the same time as creating the microsite, Apple published a selection of videos to its YouTube channels using the same distinctive style, focusing on a few of the numerous elements brought up on the page. On Friday, Apple released three more videos in the series, with each using the same visual appearance as the others and lasting less than 15 seconds.

The video titled "iOS 12 Software Update" declares "iOS 12 makes even older iPhones faster," in reference to the performance-based nature of the operating system version that focused on improvements over new features.

The second video, "Face ID" advises the biometric security of the iPhone X, iPhone XS, iPhone XS Max, and iPhone XR "doesn't store a photo of your face." Rather than holding an image for direct comparison, Face ID produces a mathematical representation of the face's three-dimensional features, which is used to compare against previously-registered versions, with the master copy also updated over time automatically to keep up with gradual changes in the user's appearance.

In "Smartphone Recycling," Apple states it recycles a user's smartphone "even if it's not an iPhone." While Apple does use a disassembly robot to strip an iPhone of valuable materials, the company does also accept devices from other manufacturers, a move that tries to reduce the amount of electronic waste.