Apple has come up with a new commercial for its latest flagship, touting the iPhone X selfie feature. The ad, which focuses on the iPhone X Portrait Lighting feature, includes narration from Muhammad Ali. With its new ad, which was released on Sunday, Apple wants you to know that the iPhone X camera will make you look the greatest.
Focuses on iPhone X Portrait Lighting feature
Apple’s new ad showcases selfies taken with iPhone X’s Portrait Lighting feature, and claims to offer studio quality images. The iPhone Portrait Lighting feature applies lighting effects to an image. The new ad is set to the beat of Ali reciting a poem, where he pronounces his greatness to the world.
Ali’s tempo and style of speaking appear to be a perfect match for the promo. This new 30-seconds iPhone ad also marks the return of Ali to Apple advertising. He was previously featured in one of Apple’s ‘Think Different’ ads, notes CNET.
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Since the release of the iPhone X, Apple has released several iPhone X ads focusing on the camera and Face ID. In one video, the iPhone maker even publicized the Animoji Karaoke, educating how owners can use the animated characters to lip sync to popular songs, and also share the same with their friends. However, its more recent videos have highlighted the iPhone X Portrait Lighting feature. Two of such ads were more tutorials for the feature, explaining how the feature offers studio quality lighting effects.
The iPhone X Portrait Lighting features make use of complex algorithms and depth information to analyze how a user’s facial features interact with light. The calculation results in realistic lighting effects without using any external light.
Further, the images taken with the rear-facing cameras of the iPhone X and iPhone 8 Plus also use Portrait Lighting effects. The dual-lens setups of the phones have the needed capability to process depth information. However, when it comes to the front-facing cameras, only the iPhone X’s TrueDepth array is capable of handling Portrait Lighting. TrueDepth uses dot projection technology to capture the subject’s depth information, notes AppleInsider.
You can view the new ad below.
Apple to soon retire iPhone X
Separately, the Apple iPhone X has been very popular since its release, but a recent analyst report claims that the company may ditch its next-gen phone in the summer of 2018. A research note from KGI Securities (via AppleInsider) notes that Apple would retire the iPhone X prior to the new cycle of iPhones in the fall of 2018. If this happens, it would be the first time Apple would end an iPhone before a new launch.
Further, the KGI report blames the design of the iPhone X for the less than expected iPhone sales in China. Even though the phone has a bigger screen, the KGI report notes that the notch on the screen, which houses the sensors, has confused many to believe that the phone has less usable area when compared to the other standard iPhone Plus model.
At 9:41 am EST, Apple shares were down 0.61% at $177.45.