Apple has dropped the first of many iPhone 7 ads — called, with Jony Ive levels of minimalism, “iPhone 7.”
Rather than explicitly advertise specific features of the next-gen handset, Apple instead opts for a moody teaser commercial, playing off the black color scheme of its latest iPhone.
Check it out below.
Although the ad doesn’t make a point of selling its different features, it does hint at them — with various shots designed to intentionally echo the dual camera lens of the new handset, its low-light shooting abilities, and more.
Sure, it looks a bit more like a car ad than anything but, hey, Apple’s been pulling that trick since the mid-1980s at least.
What do you think of Apple’s first ad for the iPhone 7? Leave your comments below.
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.
