It’s Apple Watch Series 4, iPhone XS, and iPhone XS Max launch day and Apple has released a pair of ads to show off the new devices in all their glory. There’s one ad specifically for the Apple Watch Series 4, while the iPhone XS and iPhone XS Max have to share one, just as you might expect.
Kicking things off with the iPhone ad, titled “Everything to know in :54,” it’s clear that the ad continues the same aesthetic as the recent 108-second Apple event recap that swept the internet following the iPhone event last week. Everything is contained in a short ad that makes great use of super quick cuts and huge text to drive its points home.
The entire ad is set to the song Chasing Marrakech by ZHU, and makes a big point of the iPhone XS Max’s large screen and the fact that it is “super durable.” The ad also mentions the new gold color and the fact that there is improved dust and water resistance at play.
Moving on to the Apple Watch Series 4 ad, the 30-second spot goes by the name of “Better You,” and focuses on the fitness-related benefits of the Apple Watch. The ad features a man and several doppelgangers taking part in sports activities while wearing an Apple Watch Series 4.
The ad ends with the line “there’s a better you in you,” clearly leaning on the fact that wearing an Apple Watch will somehow make you more active than you were before.
Along with the ads, Apple also released a guided tour of new features in the iPhone XS, XS Max, and XR as well as video guides for the new Apple Watch showing users how to measure their heart rates, start an activity competition, and make a call using the wearable.
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