What you need to know
- There's a new concept iPhone 12 ad to enjoy.
- But this one isn't quite like most of the ones you've already seen.
- "Blade" fans will feel right at home.
We know that Apple will announce up to four new iPhones this year, whether it turns out to be the usual September window or a little later thanks to COVID-19. While we wait for the big unveiling, why not check out some concepts based on what we expect – or hope – to see in a couple of months?
Except, this concept ad isn't like the ones you're used to.
Most concept ads follow the usual Apple recipe of some snappy music and some sliding iPhones with some funky transitions. Not this one. This one looks like it'd be right at home in the middle of a fight scene from a "Blade" movie.
Check it out.
That music, for one, is never finding its way into an Apple ad. Also, that's not music. It's noise.
Yes, I'm old. Why do you ask?
Ignoring the fact the battery icon is at 31% – which is making me wince even now – much of what this ad shows is likely to make an appearance in September of October. 5G connectivity is a go, as is what will very likely be a super-speedy Apple-designed A14 chip. A LiDAR Scanner will make an appearance on at least one of the new iPhones, too.
As much as this ad isn't for me, do check it out. At the very least it'll fill some of the time between now and launch day. Not a lot, sure. But every little helps.
Now, I'm off to have a sit down with a painkiller or five.
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Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.
Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.