Latest iPhone 15 ad promotes the glass that Apple calls the toughest on any smartphone،
Apple Australia released a new TV advert on YouTube last week to promote the iPhone 15 and Ceramic Shield. The latter is manufactured by Corning and is used by Apple in place of Gorilla Glass (also manufactured by Corning) to protect the screen of an iPhone. Made from ceramic nanocrystals, the Ceramic Shield was introduced with the iPhone 12
series in 2020 and has been used on all subsequent models since then except the iPhone SE 3.
Apple claims that the Ceramic Shield is tougher than any other smartphone glass and can withstand drops from 6 feet and above. The ad is titled “iPhone 15 Ceramic Shield/Swoop” and begins with an overhead shot of a person pedaling their bike on a trail. Zooming in on the girl pedaling her bike, we realize that we are seeing this scene from a bird's point of view.
The bird “attacks” the cyclist's helmet several times while he
iPhone15 is attached to the handlebars. The Apple Maps
app is open on the phone to navigate the journey. Apple Maps says “Continue straight. You are still on the quickest route.” If you detect a slight accent in Apple Maps' voice, may we remind you that this announcement comes from Apple Australia.
We do not know what motive the bird had for continuing to attack the rider; perhaps it was formed by one of Apple's smartphone competitors to attack iPhone users. But the next attack knocks the cyclist off balance and she tumbles down the dirt road with her iPhone in tow. The combination of slow motion footage and close-ups is supposed to show us how much dirt is being ground onto the screen as the rocks rub against the handset screen which is protected by the ceramic shield.
The woman, now lying on the ground, reaches out towards her iPhone15 while the ad shows the words “Ceramic Shield. Tougher than any smartphone glass. Relax, it's an iPhone.” Lying on the ground, the shaken cyclist looks at her iPhone screen and smiles because the screen is probably unharmed. But she hears this bird again which scares her and pushes her to act. She struggles to regain her footing and, her iPhone in hand, she books.
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