Apple Shares New ‘Sway’ Holiday Ad Featuring AirPods and iPhone X

Apple traditionally shares a touching holiday ad in November or December, and this year's spot, Sway, was uploaded to the company's YouTube channel this afternoon.

The ad shows off both the iPhone X and the AirPods, featuring a woman dancing through a snowy city to the song "Palace" by Sam Smith. She runs into a partner, imagines sharing an AirPod with him, and the two of them go on to briefly fall in love before returning to reality where they pass by each other in the street.


Past Apple holiday ads have been well-received and have even won awards, including the company's 2013 ad "Misunderstood," featuring an iPhone 5s being used to capture holiday activities like baking cookies and decorating a Christmas tree.

Last year's ad featured Frankenstein's monster participating in some holiday cheer.


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Apple Shares Two Tutorial Videos Covering Portrait Lighting on iPhone 8 Plus

Apple today shared two new tutorial videos on its YouTube channel, walking users through the steps required to use the new Portrait Lighting feature on the iPhone 8 Plus.

The first video focuses on how to shoot using Portrait Lighting, while the second video covers how to add Portrait Lighting effects when editing a photo.




Like Apple's other tutorial videos, the two Portrait Lighting videos are short and to the point, walking users through a series of simple steps to access the features.

Portrait Lighting is a new feature that's available on the iPhone 8 Plus and the upcoming iPhone X.

Portrait Lighting is designed to let you add studio quality lighting effects to your images, with Apple using two cameras to create a depth map of an image along with machine learning techniques to decide how to adjust the lighting in a scene.

The feature works in real-time, but it can also be added to images after a photo has been taken.

Portrait Lighting effects include Natural Light, Studio Light (lights up your face), Contour Light (adds dramatic shadows), Stage Light (spotlights your face against a dark background), and Stage Light Mono (Stage Light, but in black and white).

Related Roundup: iPhone 8
Buyer's Guide: iPhone 8 (Buy Now)

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Apple Shares New Ad Showcasing Portrait Lighting Mode on the iPhone 8 Plus

Apple has released a new ad showcasing the new Portrait Lighting mode on the iPhone 8 Plus that lets users create dramatic studio lighting effects when shooting in Portrait mode.

Titled "Portraits of Her", the ad features Shannon Wise of music group The Shacks walking along a sidewalk and singing the band's 2016 single "This Strange Effect" as the camera transitions through the Portrait Lighting mode's range of effects, such as Natural Light, Studio Light, Contour Light, and Stage Light.


The short ad concludes with the iPhone 8 Plus operator showing Wise her portrait photo as he taps through the various effects in the Camera app interface before choosing a favorite.

The Portrait Lighting feature on the iPhone 8 Plus and iPhone X uses sophisticated algorithms to calculate how facial features interact with ambient light. While developing the new camera feature, Apple reportedly studied the work of professional portrait photographers as well as famous painters to see how lighting has been used in the visual arts throughout history.

Tag: Apple ads

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Apple Shares New Ad Showcasing Portrait Lighting Mode on the iPhone 8 Plus

Apple has released a new ad showcasing the new Portrait Lighting mode on the iPhone 8 Plus that lets users create dramatic studio lighting effects when shooting in Portrait mode.

Titled "Portraits of Her", the ad features Shannon Wise of music group The Shacks walking along a sidewalk and singing the band's 2016 single "This Strange Effect" as the camera transitions through the Portrait Lighting mode's range of effects, such as Natural Light, Studio Light, Contour Light, and Stage Light.


The short ad concludes with the iPhone 8 Plus operator showing Wise her portrait photo as he taps through the various effects in the Camera app interface before choosing a favorite.

The Portrait Lighting feature on the iPhone 8 Plus and iPhone X uses sophisticated algorithms to calculate how facial features interact with ambient light. While developing the new camera feature, Apple reportedly studied the work of professional portrait photographers as well as famous painters to see how lighting has been used in the visual arts throughout history.

Tag: Apple ads

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Apple Shares New Series of How To Videos Focusing on iPad and iOS 11

Apple today uploaded several iPad Pro how to videos to its YouTube channel, focusing on new features that are coming to the iPad in iOS 11. Each video is just under a minute in length and all of the videos were made in the same style -- with two hands demonstrating new iPad functionality.

There are six how to videos in total, covering the following features: mark up with Apple Pencil, multitasking, document scanning and signing, file management, drag and drop, and the new dock.




iOS 11 brings a ton of new features to the iPad, essentially introducing a whole new user interface, so it's no surprise that Apple has designed a series of videos to show off its capabilities. Some of these features, like the ones that require Apple Pencil, are limited to the iPad Pro, but others will be available on a wider range of iPads.

Apple's new operating system update is currently available to developers and public beta testers, but should be launching to the public soon. We expect Apple to release the update in September alongside new iPhones.

For a complete overview of what's new for the iPad in iOS 11, make sure to check out our iOS 11 roundup.

Related Roundup: iOS 11
Tag: Apple ads

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New ‘The Rock x Siri’ Ads Highlights Siri’s HomeKit and Multi-Language Support

Apple today uploaded two additional videos in its series that stars Dwayne "The Rock" Johnson and Apple's personal assistant Siri, both of which are meant to show off Siri's range of functionality.

In the first video, The Rock uses Siri to activate the HomeKit-connected lights in his gym, and in the second, he speaks in Mandarin, demonstrating Siri's ability to work with multiple languages.


Support for multiple languages is one of the main differentiating factors between Siri and other voice-based AI assistants like Alexa and Cortana.


Both of today's videos are new, but look similar to scenes that were in the original "The Rock x Siri Dominate the Day" spot, which is three and a half minutes in length. In the first ad, The Rock is seen using Siri throughout an entire day as he commandeers a plane, cooks a meal in a high-end restaurant, and ends up in space.


Apple yesterday shared three other short ads depicting The Rock asking the personal assistant to set a reminder, set a timer, and take a selfie.

Apple's partnership with The Rock to highlight Siri features comes as Apple gears up to release its first Siri-based speaker at the end of this year, the HomePod. Siri is also an important part of the iPhone, iPad, and Mac, with Apple undoubtedly hoping to increase awareness about all of the things Siri can do through the ad series.

Tags: Apple ads, Siri

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Apple Shares Three Short ‘The Rock x Siri’ Ads

Apple today uploaded three short 15 second ads in its "The Rock x Siri" series, with content that's been pulled from the main three minute "The Rock x Siri Dominate the Day" video, which was originally released on July 23.

Each video features one short scene from the original ad, with the Rock interacting with Siri to set a reminder, take a selfie, and set a timer.




Dwayne "The Rock" Johnson originally teased his partnership with Apple and Siri as a movie, complete with a movie poster, but it turned out that instead of a short film, his feature with Apple was simply an ad spot.

"I partnered with #Apple to make the BIGGEST, COOLEST, CRAZIEST, DOPEST, MOST OVER THE TOP, FUNNEST (is that even a word?) movie ever," The Rock wrote on Facebook ahead of the ad's launch.

Apple is using The Rock to show off the range of tasks that can be completed using the Siri personal assistant built in to the iPhone and the iPad. "You should never, ever, under any circumstances underestimate how much Dwayne Johnson can get done in a day with Siri," reads the description for the first video.

Tags: Apple ads, Siri

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Apple Shares New Earth Day Ad in Late July

Earth Day was over three months ago, on April 22, yet Apple today uploaded another quirky Earth Day video outlining the company's plan to ensure almost one million acres of forests are responsibly managed by 2020.


The one-minute ad was shared on Apple's own YouTube channel today, and later tweeted by Apple's environmental chief Lisa Jackson.

Apple's 2017 Earth Day video campaign began around the annual event in late April, but Apple uploaded another video in late May and now one in late July. Apple's environmental efforts are commendable, so we'll let it slide.


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Latest Apple Music Ad Stars Country Singer Brantley Gilbert

Apple has shared a new 60-second black-and-white Apple Music ad starring chart-topping American country singer Brantley Gilbert.


According to publicity firm Big Hassle, the ad was shot was over two days near the small village of Leiper's Fork, Tennessee. The video captures Gilbert on a motorcycle ride through the heart of rural America, while he praises the small town ethos that has helped him in his songwriting career.
I love the feeling out here. The freedom. The simplicity. The open road. This is my home. No matter where I go, my heart stays here. With my friends, my family. Just country. There’s nothing that replaces the feeling of getting out there and letting it all go in the wind. People you meet, memories you share, and the soundtrack that drives it. My country. My people. My music. Apple Music.
The commercial features snippets of Gilbert's latest single, The Ones That Like Me, plus country and rock classics such as Sweet Home Alabama by Lynyrd Skynyrd and Born to Be Wild by Steppenwolf.
“I’ve never been one for commercials,” says the man who’s certified back-to-back platinum for Halfway To Heavenand Just As I Am. “But when we started talking to the folks at Apple, they were saying, ‘We want to capture you, the way you live and the values you hold. We want people to see your world, show them what you hear and respond to. If they see you, it says everything.’”
The ad debuted on NBC's pre-race show for NASCAR's annual Brickyard 400, sponsored by Gilbert and his label, on Sunday.

Gilbert has released three studio albums since signing with Big Machine Records in 2011, with four chart-topping singles such as Bottoms Up. He also wrote country singer Jason Aldean's popular singles My Kinda Party and Dirt Road Anthem.


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Apple Shares ‘Portrait of Canada’ as Latest Ad in ‘Shot on iPhone’ Campaign

Apple today shared a new video called "A Portrait of Canada" on its YouTube channel for Canada. The 30-second ad is part of Apple's ongoing "Shot on iPhone" campaign, with an emphasis on Portrait Mode on iPhone 7 Plus.


Apple highlighted the video on its Canadian website, describing it as "a portrait of Canada's inclusive spirit shot on iPhone, brought to life by three Canadian artists as well as Canadians across the country."

The ad showcases photos by Caitlin Cronenberg and other Canadians in locations across the country, ranging from Toronto to the Canadian Rockies.




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