Apple releases new ads to sell millennials on the iPhone X

Still haven’t bought the iPhone X? Maybe these videos will convince you. 

Apple posted three new videos to its Youtube channel Monday, all of which advertise features of the iPhone X. 

These aren’t the first ads Apple has released for the iPhone X — the device was featured in Apple’s holiday ad for Airpods, and the company released several ads for the iPhone X, the iPhone 8/8 Plus, and the Apple Watch shortly after its keynote in September. Since then, it has periodically released new ads. 

The first ad highlights the convenience of FaceID as a security feature. We see the colorful shots of the iPhone X that we’ve seen in older commercials. Then, we’re shown a series of faces, and informed that our faces are “the most unforgettable, magical password ever created.” 

The second ad zooms in on Portrait Lighting, a highly anticipated feature of the TrueDepth camera leading up to the iPhone X’s release. We’re shown a photograph of a person (the same person whose photograph is featured in some of the pre-release commercials) in various lighting modes: Stage Light, Stage Light Mono, and Contour Light. 

This is the first ad Apple ad that we’ve seen highlight Portrait Lighting specifically. 

The third ad highlights FaceID again — this time, its adaptibility to change, addressing a concern many users raised before the iPhone X’s release. The ad takes us through various stages of a man’s beard, and implies that he can continue to open his iPhone X through each stage. 

The two FaceID ads are the latest in a series of ads Apple has released for the feature, beginning with the release of “Introducing FaceID” a few weeks ago. 

There’s one word that comes to mind to describe all three of these ads, and that’s “cool.” The music is a rolling hip-hop beat that one might hear in a night club. The shots are crisp, clean, and against dark backgrounds, and they feature young people looking smug and satisfied. In watching these ads, the iPhone X seems to have the same allure as an expensive night club: hip and super exclusive. 

It’s clear that Apple is trying to position the iPhone X as cool, flashy, and new for the youngest generation with purchasing power: millennials. 

As Apple gears up to release an even larger version of the iPhone X next year, expect to see more of these ads that are way too cool for you. 

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