Apple’s latest iPhone 16 ad focuses on something other than Apple Intelligence, something that the company has made a big deal of in recent months. This time around, it’s an old feature that’s getting the attention — the Ceramic Shield.
The iPhone has had a Ceramic Shield for some years now, and this ad highlights the fact that it can help protect devices when they are dropped.
The screens on iPhones are less likely to crack when dropped than ever before, albeit with the compromise that they can scratch more easily.
In this new “Trust Issues” ad, Apple shows a man being given a family’s iPhone 16 to take a photo of them. He immediately drops it, much to the shock and horror of everyone around him. The iPhone hits the floor display-down, with the assumption being that it will be broken when it’s picked back up.
The family’s child picks up the phone to find that it’s unharmed, and the scene ends with the photo being taken without any further mishaps.
Apple knows that most people put their iPhone into a case at the earliest opportunity, and who can blame them? It’s easy to spend more than $1,000 on an iPhone these days, and people want to be sure of keeping it in one piece for as long as possible.
Us? We suggest getting AppleCare+ and enjoying that naked iPhone, but maybe that’s just us.
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