In quick succession, the brand has released two films emphasising different aspects of the iPhone X: the ability to unlock your phone with a look, and to pay for items with a glance.
Both of these new ads are at their heart product demos, though for decades now Apple has shown that demos don’t need to be dull. Stretching back to the brand’s early iPod ads, Apple has given us films which show off the clever features of its products in witty and charming ways.
Director, Unlock: Dougal Wilson
Director, Fly Market: The Daniels