Apple Shares 'Fumble' Ad Highlighting iPhone 12 Ceramic Shield
Apple today shared a new ad that focuses on the iPhone 12's durability, specifically highlighting the Ceramic Shield display, which is meant to be tougher than standard smartphone glass.
In the ad, a woman's iPhone 12 slips out of her hand and she fumbles with it for several seconds before it flies out of her grip and lands on the ground, coming away unscathed.
"iPhone 12 with Ceramic Shield. Tougher than any smartphone glass. Relax, it's the iPhone," reads the video's caption.
All of the iPhone 12 models feature Ceramic Shield OLED displays, which Apple says offers four times better drop protection than was available with prior iPhone models.
The Ceramic Shield material, which comes from Corning, is made by infusing nano-ceramic crystals into glass to improve durability. Though the Ceramic Shield seems to be better able to withstand drops than prior iPhone display technology, it is still prone to scratching.
Popular Stories
Apple today shared a new ad that promotes MacBooks as the "best choice for college."
In the 90-second video, students are frustrated by but eventually overcome creative block while working on assignments like screenplays and CADs.
"Mac laptops are your best choice for college," says Apple. "Whether you're studying business, engineering, design, or the arts — get started on Mac."
The...
Apple released iOS 26.5 yesterday with a new Suggested Places feature in the Apple Maps app, which is a precursor to the ads that Apple plans to start showing later this year. There was some confusion over whether ads are live, but as of now, the Apple Maps app still doesn't have ads.
Apple did start laying the groundwork for ads in iOS 26.5 and tested a splash screen, but no ads appeared...
Apple today shared a new Beats Pill ad that pays tribute to the reality TV show Love Island USA, which returned for an eighth season this week.
The ad does not mention Love Island USA, but the "Pill People" are said to have "entered the villa," which is a clear reference to the show.
"If you're binging a full summer of island drama, you'll need battery life that can keep up," says Apple. ...
