Apple highlights Ceramic Shield screen in new iPhone 12 ad

Apple continued its "Relax, it's iPhone" ad campaign on Wednesday with a brief commercial highlighting iPhone 12's rugged Ceramic Shield glass.

Dubbed "Fumble," the latest spot runs about 30 seconds and shows a (PRODUCT)RED iPhone 12 being fumbled — somewhat gracefully — onto the ground.

In the short, a woman talking on her iPhone 12 accidentally drops the device as she switches from one ear to the other. The mishap kicks off a humorous juggling routine, set to "The Conference" by Nitin Sawhney, ends in the iPhone landing screen-down in patch of dirt and rocks.

Picking up the handset, the woman is relieved to find its display unscathed.

"iPhone 12 with Ceramic Shield. Tougher than any smartphone glass. Relax, it's iPhone," the ad's tagline reads.

Ceramic Shield glass debuted on iPhone 12 and iPhone 12 Pro as a new technology in which nano-ceramic crystals are grown within a glass matrix for improved toughness. Apple claims the iPhone 12 line boasts four times better drop performance than past handsets.

Apple has released a steady stream of ads highlighting iPhone 12 and iPhone 12 Pro's various features since the flagship devices launched last fall. Previous commercials focused on iPhone's cameras, Dolby Vision, built-in privacy measures and other platform-exclusives.

Most recently, Apple touted iPhone 12's overall durability in an ad entitled "Cook" last week.

23 Comments

dr. x 278 comments · 19 Years

About 3 years ago

Where is the ad?

wookie01 54 comments · 13 Years

Is it just me. Or does it come off as strange that she is waking along a very hard sidewalk (paved with bricks)
but when it finally hits the ground it’s on soft dirt.

I suppose this could still result in a scratched screen.

But landing on edge or flat on the hard sidewalk or road is probably more realistic.

sdw2001 17459 comments · 23 Years

My pro Max screen has small scratches. I don’t recall my previous iPhones having that problem. For the first time I am using a screen protector now. I can’t see it’s worse, but I don’t see how it’s any better than previous models. Perhaps I’m wrong.

CloudTalkin 916 comments · 5 Years

sdw2001 said:

My pro Max screen has small scratches. I don’t recall my previous iPhones having that problem. For the first time I am using a screen protector now. I can’t see it’s worse, but I don’t see how it’s any better than previous models. Perhaps I’m wrong.

It's not better or worse when it comes to scratch resistance. Still scratches at a 6 with deeper grooves at a 7. :D Apple is touting a different form of resistance in this commercial: shatter resistance. Shatter resistance and scratch resistance aren't the same. Typically, more scratch resistant (harder glass) = less shatter resistant (softer glass) and vice versa.

fastasleep 6451 comments · 14 Years

It *seems* like my iPhone 12 Pro has fewer scratches/micro abrasions than I'd expect at this point (got it at launch). It's hard to be sure though considering it's been winter and I've been mostly at home, but generally you pick those up from things like grains of sand/dirt on the floor/fabrics/pockets/surfaces etc. I'll be curious to see if it holds up better than previous models, but it seems like it so far.