Hilarious new iPhone X ad imagines life as a quiz show


Apple's new iPhone X ad shows the struggle we go through trying to remember passwords.
Apple's new iPhone X ad shows the struggle we go through trying to remember passwords.
Screenshot: Apple

Imagine you’re on a game show and the trivia answer you need to win is… the password you created for your online banking account.

This isn’t an elaborate form of hacking, it’s a funny new Apple advertisement that points out that Face ID saves us from ever having to remember passwords.

The ad exaggerates for effect, of course, but everyone should be familiar with the stress of trying to recall an important passcode, and the sense of failure that comes if we fail. 

Face ID scans the users face to open a repository of passwords for websites, saving the user from having to remember them. Of course, Touch ID does the same thing, but Apple says its facial recognition system is twenty times more secure.

iPhone X ad funny because it’s true

The description for the latest ad, dubbed Memory, says that “Remembering your password doesn’t have to feel like a memory challenge. With Face ID on iPhone X, your face is your password.”


It’s not known when or where this ad will appear on TV. If it does, it will likely be a shortened version, as 1 minute 38 seconds is a bit long for television.

Fun with iPhone X ads

Apple’s advertisements for its flagship smartphone and Face ID are almost always funny. Fly Market shows how easy real-world shopping would be if all it took to buy items is to glance at them. And Unlock imagines the craziness that would ensue if our faces could unlock everything, not just our iPhone.

It’s not surprising so many of the iPhone X ads focus on Face ID, as facial recognition is something none of Apple’s top rivals have been able to pull off yet. 

It’s also expected to be a feature of all the 2018 iPhone models, and possible the 2018 iPad too. So these ads are laying the groundwork for the next generation of iOS devices.


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