Apple simplifies Face ID, iOS 12 and recycling in new ads

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Face ID ad
Did you know Face ID doesn't store photos of your face?
Photo: Apple

Apple goes back to the basics in a new set of ads today uploaded to YouTube.

Doing away with fancy effects, catchy music, and even its own hardware, it highlights some of the key features of Face ID and iOS 12. It also promotes its smartphone recycling program that’s open to all handsets — even if they’re not iPhones.

Apple has delivered some of the most iconic ads in tech. Its latest won’t be picking up any awards. They won’t even be remembered all that long. But they do well to remind users, and potential Apple customers, of the biggest selling points of its latest software and features.

The ads are short — 15 seconds or less — and they’re similar to another trio Apple put out two weeks ago.

Face ID and iOS 12

The Face ID ad, which features a bunch of retro text message smileys, reminds us that Apple doesn’t store photos of our faces.

Its iOS 12 ad encourages users to upgrade by highlighting that its latest updates make older iPhones run faster.

Smartphone recycling

Finally, Apple highlights smartphone recycling in its third video. The shortest of the three at just 11 seconds, it confirms that Apple won’t just accept old iPhones for recycling. Any handset is welcome.