Apple debuts new iPhone X 'Unlock' commercial, focusing on Face ID

AppleInsider

New commercial for Face ID shows the potential of unlocking every lock with just a look.

Apple's newest advertisement, titled "Unlock," debuted on YouTube Friday afternoon. The sixty-second ad features a female high school student first using the Face ID feature on the iPhone X and then walking around her high school and unlocking various things- lockers, doors, a gymnasium supply closet and even a science lab with test animals inside. The slogan? "Unlock with a look.":

The song in the commercial is "Bang Bang" by Pete Cannon.

DAalseth

This is cute. Made me chuckle. Loved the frogs.

maestro64

Kind of cute, but it kinda implies you should be able to unlock everything with a look even things that do not belong to you.

It is like Midas with the golden touch, but the unlock look.

analogjack

 That is an awesome commercial, you gotta hand it 'em, (not dissimilar to a blind prostitute). I much prefer these to the cloyingly sentimental ones. Apple's commercials are like former cigarette branding where the intangible 'delights' of cigarette smoking were suggested wordlessly, the difference being that Apple really do 'delight'.

entropys

“Debut” is good.

Brilliant ad too.

AWarr

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

minisu1980

AWarr said:

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

You must be holding it wrong!

Seriously though, FaceID works more or less flawlessly. If you are having issues it is likely because: a) you are not looking at it when trying to unlock it (designed to require this for security reasons) or b) you are holding it too close to your face (happens to me quite often when I am lying in bed and try to unlock my phone).

ireland

AWarr said:

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

If you’d be happier with an iPhone 8 and can afford to switch over do so.

fastasleep

AWarr said:

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

Did you try turning off Require Attention? Take it in, it's possibly defective. It works great for me.

sergioz

Now that’s a commercial, that’s what I am talking about! People definitely will talk about it!

chasm

This commercial is aimed at a certain demographic (while still being amusing to most) and hits a complete bullseye. The song is exceptionally good -- I would have sworn it was written especially for this ad.

chasm

AWarr said:

It would be a great ad if FaceID didn't suck.

I don't own an iPhone X myself, but several friends do. According to them, it works perfectly and requires less than a second (unlike, ironically, in the ad). There's clearly something up with yours, or as others have suggested you're holding it too close.

Soli

Someone noticed what appears to be a UI bug in how the notification animation works.

Rayz2016

That was very funny!

No explanations, just there to make folk chuckle. Good job.

Rayz2016

AWarr said:

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

Have you tried not pointing it at the back of your head?

Rayz2016

maestro64 said:

Kind of cute, but it kinda implies you should be able to unlock everything with a look even things that do not belong to you.

It is like Midas with the golden touch, but the unlock look.

Oh good grief.

🤦🏾‍♂️

mavemufc

Yeah thats pretty cool.

jcs2305

AWarr said:

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

I know multiple people with the X that don’t  have this issue. If reprogrammed your phone means you restored it 6 times  and it still isn’t working make an appointment and take it in, that’s what the warranty is for. Face ID isn’t some half baked thing Apple tossed on the phone before release. From what I know it works well and so should yours. It’s a 1000.00 phone why in the world would you not have it looked at?

That’s like buying a new car and the door locks work 60% of the time. Would you bitch about it on a forum or take it to the dealership to be fixed immediately and properly? 

I also habe have my doubts that you actually have the X as your first post it to bitch about Face ID and how it sucks. Maybe you do, maybe you don’t who knows, but you would be foolish at this point not to have the phone looked at and possibly swapped out. Stuff happens let Apple make it right. 

rattlhed

Soli said:

Someone noticed what appears to be a UI bug in how the notification animation works.

I've had that same issue on my iPhone X for several months now.  Keep wishing it would go away, but iOS update after iOS update it continues to linger.  They need to fix this.

foggyhill

jcs2305 said:

AWarr said:

It would be a great ad if FaceID didn't suck. I miss TouchID every day. Reprogrammed my stupid phone at least half a dozen times, and on a good day FaceID works 60% of the time for me. I miss TouchID so much I've actually considered upgrading to an iPhone 8. Yes, I said upgrading.

I know multiple people with the X that don’t  have this issue. If reprogrammed your phone means you restored it 6 times  and it still isn’t working make an appointment and take it in, that’s what the warranty is for. Face ID isn’t some half baked thing Apple tossed on the phone before release. From what I know it works well and so should yours. It’s a 1000.00 phone why in the world would you not have it looked at?

That’s like buying a new car and the door locks work 60% of the time. Would you bitch about it on a forum or take it to the dealership to be fixed immediately and properly? 

I also habe have my doubts that you actually have the X as your first post it to bitch about Face ID and how it sucks. Maybe you do, maybe you don’t who knows, but you would be foolish at this point not to have the phone looked at and possibly swapped out. Stuff happens let Apple make it right. 

The word you are looking for is "fabricated story", when a story makes no sense, it actually didn't happen and is part of a troll narrative.

A normal person would not act like this, they would actually do something to solve this instead of whining about it.

I see these things stories all the time - Oh, I hate this phone I bought 5 days ago, it is the worse phone in the universe - , well why the hell are still using it, return it and STFU about it... Macrumors are a haven for those kind of trolls.

Notsofast

maestro64 said:

Kind of cute, but it kinda implies you should be able to unlock everything with a look even things that do not belong to you.

It is like Midas with the golden touch, but the unlock look.

Come on, it doesn't imply that at all.  No one would have that bizarre take on it, rather than the obvious that Face ID is powerful and extremely easy to use way to unlock your iPhone.