Apple released a new iPhone 15 ad Friday that shines light on the latest improvements to portrait photography on the device.
The two band members pass the phone back and forth, sparring over which one of the pair should be within the depth of field.
The premise of the long-form narrative-driven ad revolves around members of a band who shot the cover of their latest album on an iPhone but cannot decide which member to put in focus.
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The band members are lucky they chose to take the photo on an iPhone, the ad suggests, as the latest model allows users to adjust the focus settings of portraits in editing.
“I just feel like I see you more when I see you less,” one band member says as she shows her bandmate the photo with herself in focus. “It’s like, who is that? So mysterious!”
“No totally, but I’m really jazzed up about that,” the bandmate replies, as he taps on his blurry apparition within the photo, bringing himself back in focus and the other band member out.
The two continue adjusting and readjusting the picture, eventually inviting a third bandmate in, who taps on his own previously unseen head in the back of the photo, blurring both of the previous members out.
The ad sums itself up with a simple pitch to viewers: “Turn your photos into portraits.”
Company officials promoted the enhancements to portrait photography as a key benefit of upgrading to either the iPhone 15 or iPhone 15 Pro series. The families of devices also automatically capture depth information for photos with a person, cat, or dog, enabling users to convert those photos into portraits without using the dedicated mode, the product’s website reads.
The iPhone 15 Pro and iPhone 15 Pro Max pack in even more depth-related camera improvements. The devices are capable of capturing Spatial Video that will be viewable with 3D effects on Apple Vision Pro. The feature is currently available for testers as of beta 2 for iOS 17.2, slated to launch to the public later this month.
This ad comes just ahead of the holiday gift-giving season as Apple makes its last appeal to potential buyers. Another highly narrative ad posted to X by Tim Cook garnered attention for the way it highlighted the Personal Voice accessibility feature.
