Apple shows iPhone X camera in a new light

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The iPhone X camera's Portrait Lighting will blow you away.
The iPhone X camera will blow you away.
Photo: Apple

The iPhone X’s advanced camera gets some prime time in the spotlight in Apple’s latest ad.

Apple dropped the fun new spot, which highlights the next-gen photographic features of the $1,000 iPhone, this afternoon. While Portrait Mode loomed large in 2017’s marketing, Apple apparently wants to make Portrait Lighting the next big thing this year.

Today in Apple history: World gets a chance to test-drive a Mac

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Apple's innovative
Apple's innovative "Test Drive a Macintosh" ad campaign urged potential customers to take a Mac for a spin.
Photo: Apple

November 8: Today in Apple history: Test-drive a Mac November 8, 1984: When initial Mac sales prove disappointing, Apple CEO John Sculley dreams up the “Test Drive a Macintosh” campaign to encourage people to give Apple’s revolutionary new computer a chance.

While 200,000 would-be Apple customers take advantage of the offer, Apple dealers absolutely hate it.

Today in Apple history: ‘Here’s to the crazy ones’ who ‘think different’

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The Apple
The whole world started to "Think Different" on this day in 1997.
Photo: Apple

September 28 Today in Apple history September 28, 1997: Apple debuts its iconic “Think different” television commercial, aligning the troubled computer company with some of history’s most famous freethinking rebels.

The most famous tagline in Apple history, “Think different” doesn’t just articulate how Cupertino differs from its competitors. It also highlights how Apple, under the leadership of Steve Jobs, will forge a future far different from its floundering, money-losing days of the early 1990s.

Today in Apple history: ‘Misunderstood’ iPhone ad wins Emmy

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The heartwarming
"Misunderstood" earns Apple its second Emmy.
Photo: Apple

Aug 18 Today in Apple history August 18, 2014: A Christmas-themed iPhone ad lands Apple an Emmy for “Most Outstanding Commercial of the Year.”

The prize-winning spot is Apple’s “Misunderstood” iPhone 5s ad, which depicts a silent teenager who won’t spend time with his family at Christmas because he’s too busy with his iPhone. At the end of the ad, he reveals that he’s not actually being a misanthrope. He used his iPhone and iMovie to shoot and edit a heartwarming family montage!

Today in Apple history: It’s time to ‘Think different’

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Think-Different
Remember this iconic slogan?
Photo: Apple

August 8 Today in Apple history August 8, 1997: At Macworld Expo, Steve Jobs introduces the world to Apple’s new slogan, “Think different.” The catchy advertising reassures fans that Apple is exiting its mid-1990s dark age and once again making products customers will love.

It’s the beginning of Apple’s most iconic ad campaign since the original “1984” Macintosh advert.

The Rock is ready for more chaos in new iPhone 7 ads

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Dwayne Johnson
The Rock and Siri make an unlikely super team.
Photo: Apple

Apple and The Rock’s rampage of crazy ads continued today with two new commercials that pair the movie superstar with digital assistant Siri.

In the latest short ads, The Rock taps into his ability to speak Mandarin in order to showcase Siri’s support for more than 20 languages. The funny ads are a sequel of sorts to the short film Apple released last month starring the unlikely duo.

Check out both new ads below.

Apple makes a Siri ‘movie’ with Dwayne ‘The Rock’ Johnson

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Siri movie
The Rock is the start of Apple's first Siri "movie."
Photo: Apple

Apple has teamed up with Dwayne Johnson, better known as The Rock, to make its first Siri “movie.”

It’s called The Rock x Siri: Dominate the Day, and it’s pretty hilarious. Johnson plays an exaggerated version of himself who uses Siri to fulfill crazy dreams. But it’s certainly not a movie.

Today in Apple history: Paul McCartney is unlikely star of iTunes ad

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post-1204-image-b945b7fadc0e6fc100076bc9d8ee986f
Remember this Apple ad?
Photo: Apple

x June 14, 2007: Paul McCartney sings his new song “Dance Tonight” in an iPod + iTunes ad, the latest in a series of spots starring music industry legends.

The new ad signifies a thawing of the icy relationship between Apple and McCartney, whose original band The Beatles has been locked in a legal battle with Cupertino for decades.

Today in Apple history: Brilliant ad campaign turns switcher into unlikely star

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Do you remember Apple's (allegedly) stoned superstar?
Photo: Apple

x June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. It’s Apple’s biggest marketing effort since the successful “Think Different” ad campaign from a few years earlier.

Particularly notable among the people in the “Switch” ads is 15-year-old high school student Ellen Feiss. She becomes a viral sensation online, after many viewers suggest that she might have been stoned when the spot got shot.

Today in Apple history: Apple pays $15 million to promote Mission: Impossible

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Sadly, Apple's Mission: Impossible deal doesn't quite work out as planned.
Sadly it doesn't quite work out as planned.
Photo: Paramount

April 18: Today in Apple History April 18, 1996: Apple unveils a massive $15 million promotional tie-in for the Mission: Impossible movie starring Tom Cruise.

Designed to promote the PowerBook, which Cruise uses in the spy flick, the marketing campaign comes at a particularly bad time. With Apple attempting to climb back into the black after reporting its largest quarterly loss ever, the company is in the middle of trying to perform its very own impossible mission. And that’s just the start of the problems.