A new TV ad from Apple Australia showcases the durability of the iPhone 15’s Ceramic Shield, which protects the screen from scratches and cracks. The ad, which was uploaded on YouTube last week, features a bike rider who faces an unexpected challenge from a bird that swoops down on her helmet repeatedly.
The Ceramic Shield is a special glass material developed by Corning, the same company that makes Gorilla Glass for other smartphones. However, Apple uses Ceramic Shield instead of Gorilla Glass for its iPhones, starting from the iPhone 12 series in 2020. The only exception is the iPhone SE 3, which still uses Gorilla Glass. According to Apple, the Ceramic Shield is infused with ceramic nano-crystals, which make it stronger than any other smartphone glass. The company claims that it can survive drops from heights of 6 feet and above.
The ad, titled “iPhone 15 Ceramic Shield/Swoop”, begins with an aerial view of a woman riding her bike on a trail. The camera zooms in on her, revealing that the perspective is that of a bird that is flying above her. The bird then dives towards her helmet, hitting it with its beak. The woman has an iPhone 15 attached to her handlebar, which is running the Apple Maps app to guide her along the route. The app’s voice, which has an Australian accent, says “Continue straight on. You’re still on the fastest route.”
The bird’s motive for attacking the woman is unclear; it could be a natural instinct, or a conspiracy by one of Apple’s competitors to target iPhone users. Whatever the case, the bird’s next strike causes the woman to lose her balance and fall off her bike, along with her iPhone. The ad then switches to slow motion and close-up shots, showing how the screen of the iPhone gets covered with dirt and scraped by rocks. However, the Ceramic Shield prevents any damage to the display.
The woman, lying on the ground, reaches for her iPhone 15 and sees the words “Ceramic Shield. Tougher than any smartphone glass. Relax, it’s iPhone.” on the screen. She smiles, relieved that her phone is intact. But then she hears the bird’s screech again, and quickly gets up and runs away with her phone in hand.
The ad lasts for 30 seconds, and it is not certain if it will be aired in the US or other markets. Apple has also recently released another 30-second TV ad, which highlights the long battery life of the iPhone 15 Plus, which is one of the main selling points of the device.