Apple continued its run of bokeh-related iPhone ads over the weekend. In its new “Depth Control” ad, a jealous partner blurs a handsome male co-worker out of a photo of his girlfriend/wife, using the depth of field function.
Come to think of it, that sounds a lot less funny in writing than it comes across on screen. As a slice of everyday iPhone use, though, it certainly raised a smile. Check it out below.
https://www.youtube.com/watch?time_continue=0&v=xXqWckzS1aA
The bokeh ad follows on from another recent Apple spot in which two moms fall out when one notices that the other has bokeh’d their son in the background of an image.
While the spots have upset photographers by turning “bokeh” into a verb, they’ve been some of Apple’s funniest for a while. Even if there’s a chance they’ll mislead some folks into thinking depth control is just about getting rid of people you don’t like from photos!
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
