Apple's latest ad is "Swoop," a 30-second spot promoting the durability of the iPhone 15 because of its Ceramic Shield glass covering.
Like a stylized remake of Daphne du Maurier and Alfred Hitchcock's "The Birds," the new "Swoop" ad shows a woman being attached by a bird. She's cycling, using Apple Maps, and it is possibly drawn to her yellow helmet.
Ultimately, the cyclist is knocked off her bike and her iPhone 15 goes flying through the air. If the footage of the iPhone crashing to the ground is a practical effect, it's especially impressively shot.
Ceramic Shield was introduced with the iPhone 12 range and improves durability by including nano-ceramic crystals grown within its glass matrix.