Apple has promoted the vapor chamber of the A19 Pro in the iPhone 17 Pro in a new ad involving a runner supercharged by a drop of water.
The A19 Pro is the first iPhone chip to take advantage of vapor chamber cooling. To promote the thermal management element, Apple's latest commercial for the iPhone 17 Pro demonstrates its effectiveness by comparing it to an athlete.
Monday's video posted to Apple's YouTube account shows a man running in a desert, who suddenly hears thunder from above. With dark clouds indicating it's about to rain, the clip zooms in on a single raindrop falling from the sky and landing on the runner's forehead.
Instead of splashing, the droplet immediately evaporates and causing the man to react. A voiceover explains that the A19 is vapor-cooled, "because when you run cool, you can push your limits."
The runner then proceeds to play an extremely long piano that suddenly appears with one hand, while still running. His other hand is occupied solving a Rubik's Cube.
"Just imagine if we were that powerful," the voiceover continues, as the runner smashes through a wall of a small building. As he passes through and breaks out the other side, a choir sings about a "Phone of astounding power."
The video concludes with the man running into the camera, before switching to close-up shots of the vapor chamber itself in an iPhone, and the tagline "Vapor cooled for serious performance."
The vapor chamber cooling system uses liquid to evaporate and wick away heat from the A17 Pro's chip during use. The evaporated vapor flows to another part of the chamber, away from the heat source, allowing the vapor to condense and cool down.
Apple's latest ad arrives a few days after Google parodied "Wicked" to promote the Pixel Pro 10, insinuating that Google's smartphone inspired features that Apple adopted.
