What you need to know
- Apple has posted a new iPhone 12 ad called Cook.
- The ad shows how the Ceramic Shield featured on the phone protects it from drops and tumbles.
Apple has launched a new iPhone 12 ad called Cook that highlights the durability of the new Ceramic Shield that graces the front display of every iPhone.
The company posted the new video to its official YouTube channel.
The video, which shows how the iPhone 12 can survive a tumble, flour, milk, and a faucet, highlights the water-resistance and new display technology that was launched with the iPhone 12 lineup.
Ceramic Shield, as Apple calls it, is a new glass technology that was developed by its supply chain partner, Corning. As explained on the iPhone 12 website, the new glass is infused with nano-ceramic crystals which make it much stronger against drops.
According to Apple, Ceramic Shield has made the iPhone 12 lineup four times as protected against drops than previous models.
If you're wondering which iPhone 12 is right for you, check out our list of the Best iPhone of 2021.
Keep in mind that, while Ceramic Shield does offer much better drop performance, scratch resistance did not get a bump. Hopefully, that is the next mountain that Apple and Corning want to summit with the next version of Ceramic Shield.
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Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.
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