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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

The power of Face ID is unleashed in Apple’s latest iPhone X ad

Campaigns

The power of Face ID is unleashed in Apple’s latest iPhone X ad

Apple’s latest iPhone X with Face ID feature took the tech world by storm. The tech giant gave up its fingerprint-dependent Touch ID in favor of the face scanning technology, Face ID. apple also made it clear that users can utilize the Face ID feature to facilitate payments via ApplePay

When first announced, Apple made it clear that they are putting users’ Face first for easy and secure unlocking. But other than being a convenient feature, Apple made it fun, especially in its latest ad.

The latest ad features a teenage girl who discovers the power of Face ID  that unlocks the phone with a glance thanks to Apple’s latest facial recognition technology. But there’s a lot more behind exploding doors and messy classrooms. In the beginning, the girl unlocks her phone and then looks at the locker padlock. When it gets unlocked she continues to unlock everything around her in the school hallway.

With such an idea, the school system for a teenager is portrayed as a highly secured system, where high-schoolers are bound by the system.  And with that scenario, the iPhone X is the rebelling high-school student who is not afraid of being different, using different security features; where its peers conform to the norms to avoid being bullied.

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