Swoop: Apple Promotes iPhone 15's Durability in Frantic New Ad

Wednesday January 24, 2024 8:04 pm PST by Joe Rossignol

Apple today promoted the durability of the iPhone 15's Ceramic Shield front glass in a new "Swoop" ad shared on its YouTube channel in Australia.

In the video, a magpie attempts to attack a woman riding a bicycle, causing her to fall over. In the process, the iPhone she was using for cycling directions also drops to the ground, but it does not suffer damage due in part to the Ceramic Shield.

Apple says the Ceramic Shield is "tougher than any smartphone glass." Introduced on iPhone 12 models in 2020, Apple advertised the ceramic-infused glass as increasing drop performance by 4x compared to the iPhone 11.

Tag: Apple Ads

Popular Stories

'I Wouldn't Be Talking to You': Apple Shares Apple Watch Survival Story

Wednesday September 2, 2026 10:25 am PDT by Juli Clover

Apple today shared a short video featuring an Apple Watch user named Amanda who says her device saved her life. In 2024, Amanda began receiving alerts about an abnormal heart rate. Her watch alerted her about changes to her resting heart rate and her overnight vitals, prompting her to visit her doctor. She ended up being diagnosed with acute myeloid leukemia, an aggressive cancer. After...

• 97 comments

Apple Inducted Into 'Brand Hall of Fame' for Iconic Ads

Monday August 31, 2026 7:06 am PDT by Joe Rossignol

The One Club for Creativity, a U.S. non-profit organization that promotes excellence in advertising and design, today announced that Apple has been selected as the first brand to be inducted into its newly established "Brand Hall of Fame." Apple's most famous ads include its iconic "1984" Super Bowl commercial for the original Macintosh, the "Think Different" campaign from the late 1990s, the...

• 31 comments

Apple Maps Ads Are Here, and There's No Way to Turn Them Off

Tuesday August 25, 2026 1:40 pm PDT by Juli Clover

Ads in Apple Maps are live in the United States and Canada, which means iPhone and iPad users will see them when searching for locations and when viewing Suggested Places. Apple announced plans to bring ads to the Maps app in March, and said the feature would roll out starting in late summer. Apple confirmed to 9to5Mac that ads began showing up for users over the last few days, with ad...

• 307 comments

Top Rated Comments

dottdirtt

35 months ago

Their next ad should show an iPhone blown out of an airplane at 16,000ft surviving the fall to the ground with no damage. That might be closer to reality than a woman riding a bike randomly attacked by a bird...did she steal some eggs or something?

Lol this is extremely common in Australia. Swooping season is a thing. And they really hate bike riders

Score: 12 Votes (Like | Disagree)

Naildown

35 months ago

Their next ad should show an iPhone blown out of an airplane at 16,000ft surviving the fall to the ground with no damage. That might be closer to reality than a woman riding a bike randomly attacked by a bird...did she steal some eggs or something?

It's an Australian ad, and in Australia, this is our reality every year. Magpie's attack cyclist and pedestrians when they have eggs in their nest. You don't have the "steal some eggs" to be attacked, walking/running/riding by is enough to provoke them. Extremely common. Injuries are also very common, and I recall recently a baby died when the mother was attacked.

Proof: https://www.abc.net.au/news/2021-08-10/council-investigation-after-baby-dies-magpie-attack-brisbane/100364084

Score: 10 Votes (Like | Disagree)

allpurposeguru

35 months ago

Funny how the phone didn’t call emergency services, like it did in the OTHER iPhone-on-a-bike ad.

Score: 9 Votes (Like | Disagree)

n00boflife

35 months ago

No case? Right.

Score: 8 Votes (Like | Disagree)