Watch: Apple publishes a new iPhone 12 ad about durability
Apple published a new ad that promotes the durability and water/dust resistance of the iPhone 12 earlier today. It also promotes the company's newly launched ‘Ceramic Shield’ display technology. ‘Ceramic Shield’ is a new type of technology which introduces “nano-ceramic crystals” by adding a new “high temperature crystallization” step in the glass.
The ad named "Cook," displays a reckless chef trying to learn a recipe while reading the steps on his iPhone 12. During this 40 seconds video, he puts his iPhone 12 in multiple rigorous situations such as dropping it on its screen multiple times, splashing it with liquids, flour and sauce and even hitting the display with the pepper grinder a few times.
Apple claims this new glass on the iPhone 12 lineup results in four times better drop performance, thereby making it the toughest glass in any smartphone. iPhone 12 models are also certified with an IP68 rating, allowing them to withstand up to 6 meters of water submersion for 30 minutes — as well better protection from dust.
This is not the first time that Apple has promoted the durability of its iPhone 12. Back in the October 2020 event, the company showcased the ‘Ceramic Shield’ toughness and water/dust resistance of the iPhone 12 through an ad, where the phone was toppled multiple times and drenched with different liquids such as hot coffee, beer, wine, water, and soda.
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