Apple's latest iPhone X ad invokes the spirit of Muhammad Ali | Cult of Mac

Apple’s latest iPhone X ad invokes the spirit of Muhammad Ali

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Apple selfie
Apple's ad highlights Portrait Lighting feature.
Photo: Apple

Apple debuted a new ad for the iPhone X over the weekend. The 30-second commercial advertises the iPhone X’s Portrait Lighting selfie feature, and includes narration from the iconic boxing heavyweight champion and social activist Muhammad Ali.

Check it out below.

The ad depicts the way that the Portrait Lighting can result in more professional selfies. Portrait Lighting takes advantage of the smart dual-lens rear cameras on the iPhone X, which allows the device to determine the depth of any scene it photographs. Using this depth map and Apple’s A11 Bionic chip, the iPhone X therefore makes it possible to artificially re-light images to make them appear more professional.

As a soundtrack, Apple’s latest ad uses a speech made by Muhammad Ali, made to reporters ahead of his 1964 bout with Sonny Liston.  This isn’t the first time Apple has included Ali in its advertising. Back in 1997, the boxing heavyweight champion’s image was used by Apple as part of its memorable “Think Different” campaign. When Ali died in 2016, Apple also changed its homepage to an image of the Heavyweight Champion as its way of paying its respects.

What do you think of Apple’s new ad? Let us know in the comments below.