Apple airs iPhone 6s ad with focus on 3D Touch 'Peek and Pop'
Apple continued its iPhone 6s ad blitz on Thursday by releasing a short, 30-second spot highlighting the new handset's 3D Touch capabilities, specifically "Peek and Pop" previews.
Like its first iPhone 6s commercial from September, Apple's 3D Touch ad is fast, funny and features a cameo from an A-list Hollywood star, in this case Jamie Foxx. The narrator, thought to be actress Lake Bell, quickly runs down a list of all the ways users can interact with iPhone using Apple's newly developed pressure-sensing input technology.
"This is iPhone 6s. Not much has changed, except it feels different," she says. "Now you press lightly to peek, and deeply to pop."
The commercial focuses heavily on "Peek and Pop" functionality, a 3D Touch technology that lets users press on an onscreen asset for a live preview, or push deeper to pop open a new window. Examples of both first- and third-party apps that support the feature are offered, as users are seen peeking flight times, searching for restaurants, browsing music and more.
Apple's spot ends with the tagline "The only thing that's changed is everything," a phrase introduced when iPhone 6s debuted last month.
As usual, iPhone 6s and 6s Plus saw record-breaking sales numbers, with Apple recording more than 13 million unit orders over launch weekend. The company is pushing hard to get iPhone 6s into 130 markets by the end of 2015. India, Malaysia and Turkey are scheduled to kick off sales tomorrow.
Like its first iPhone 6s commercial from September, Apple's 3D Touch ad is fast, funny and features a cameo from an A-list Hollywood star, in this case Jamie Foxx. The narrator, thought to be actress Lake Bell, quickly runs down a list of all the ways users can interact with iPhone using Apple's newly developed pressure-sensing input technology.
"This is iPhone 6s. Not much has changed, except it feels different," she says. "Now you press lightly to peek, and deeply to pop."
The commercial focuses heavily on "Peek and Pop" functionality, a 3D Touch technology that lets users press on an onscreen asset for a live preview, or push deeper to pop open a new window. Examples of both first- and third-party apps that support the feature are offered, as users are seen peeking flight times, searching for restaurants, browsing music and more.
Apple's spot ends with the tagline "The only thing that's changed is everything," a phrase introduced when iPhone 6s debuted last month.
As usual, iPhone 6s and 6s Plus saw record-breaking sales numbers, with Apple recording more than 13 million unit orders over launch weekend. The company is pushing hard to get iPhone 6s into 130 markets by the end of 2015. India, Malaysia and Turkey are scheduled to kick off sales tomorrow.
Comments
I tried out my friend's iPhone 6S+ the other day, and I found 3d touch to be pretty cool. I imagine as more and more apps feature 3D touch, it will only make it more useful.
Am I correct in thinking that 3d touch is basically 3 levels of pressure, and force touch, like found in the new Magic Trackpad 2 is only 2 levels of pressure?
Shouldn't they both be equal? I mean, if somebody is sitting on a desktop Mac Pro, shouldn't they have the same pressure resolution as somebody else on their phone?
I have yet to
I tried out my friend's iPhone 6S+ the other day, and I found 3d touch to be pretty cool. I imagine as more and more apps feature 3D touch, it will only make it more useful.
Am I correct in thinking that 3d touch is basically 3 levels of pressure, and force touch, like found in the new Magic Trackpad 2 is only 2 levels of pressure?
Shouldn't they both be equal? I mean, if somebody is sitting on a desktop Mac Pro, shouldn't they have the same pressure resolution as somebody else on their phone?
I have yet to try out either Force Touch or 3D Touch, but I do believe they are slightly different from each other. Like cousins. Similar, but not identical. And then enter the Apple Pencil, which has many degrees of sensitivity. Is it getting confusing in here?
3D Touch pressure required to peek and pop can be adjusted in the settings, which implies that the underlying hardware can detect a range of pressure, which implies that additional capabilities can be brought to the iPhone, like pressure-sensitive drawing and game control. My guess is that Apple is focusing on peek and pop initially as it's easy to understand, easy for apps to implement against, and has obvious value across a wide range of contexts. As time goes on, I'll bet we'll see additional capabilities highlighted.
I am stuck withe the 6 for another year, can't wait
For the 7. By the way I like the ads. They are also a
Little educational, which is good.
Oh which reminds me, AI where are the iPhone 7 rumors?
Gas pedal in racing games...
Amount of force In a punch, or in the swing of a sword or the swing of a baseball. Memories of trying to bunt a baseball on the Sega Genesis. ??????????
"No... I ... Hello?" ????????????
It is not discrete. Try next time to open notes, then draw a lot and then pick an eraser tool. It will smoothly adjust erasing radius based on your pressure level.
just got these features on my old iPhone 6 plus through the jailbreak. Live photos, quick actions, and pick all work great without having to pay another 1000 on a new phone. It's sad that apple are such assholes to disable these software features on the older devices. Likely there is jailbreak
3D Touch pressure required to peek and pop can be adjusted in the settings, which implies that the underlying hardware can detect a range of pressure, which implies that additional capabilities can be brought to the iPhone, like pressure-sensitive drawing and game control. My guess is that Apple is focusing on peek and pop initially as it's easy to understand, easy for apps to implement against, and has obvious value across a wide range of contexts. As time goes on, I'll bet we'll see additional capabilities highlighted.
Something that is unique to Apple. They drag the tech industry kicking and screaming into the future and at the same time take their customers step-by-(baby)step into the future.
You do realize that 3D Touch isn't software only....it requires new display technology and Taptic Engine, all of which you won't find in older phones. You might have got something doing a stupid jailbreak but it isn't 3D Touch.
You do realize that 3D Touch isn't software only....it requires new display technology and Taptic Engine, all of which you won't find in older phones. You might have got something doing a stupid jailbreak but it isn't 3D Touch.
Yes, 3D touch obviously requires some sort of pressure sensitive screen.
There was an article on the Verge that was written about those jailbreak hacks that he or she or it is talking about, and of course they're not the same thing at all, far from it. They also wrote that there were issues with some of the hacks, but I guess that's how things are in the world of jailbreaking. I wouldn't know, since I have zero desire or need to jailbreak anything.
That tweak doesn't seem to be working for everyone — some people on Reddit are reporting freezes and overheating — but others are reporting success.
What a waste of time, but if certain people wish to go around making extremely dumb and uninformed comments on Apple news forums while posting from their potentially overheating and freezing iPhones, then go right ahead!
" src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />
http://www.synaptics.com/en/press-releases/clearpad-oct-2015.php
EDIT: The Xiaomi Mi4c is also using the new 3700 "force-touch" controller. As in many other technologies Apple creates the market for others to follow into to.
I like 3DT on my 6s Plus. But it is till in it's infancy as far as implementation. It hasn't been implemented very well IMHO.
Just look at the built in weather app. I have 5 locations I frequent saved. Yet 3DT does not display anything for this app. Same with the Apple Music app. I tried to use 3DT and it displays the last song and search. It would be useful if it displayed my playlists. I wish there was a way to customize what 3DT displayed. That would be very useful. I think 3DT will evolve and maybe add those feature later.
I have both the watch and the 6s plus. "Force Touch" is binary. You're pressing or you're not. "3D touch" is granular. I'm not sure how many discrete levels of pressure can be detected with 3D Touch but it's a lot more than 3. If I had to guess, I'd say 256 - but that's just a guess. The Peek and Poke features set a threshold between light and deep but if you use the "draw" feature in "notes" or email markup, the lines you draw will vary in thickness and boldness with the amount of pressure you apply.
The vocal fry is godawful. I'm surprised Apple approved that voice.
Edit: it is Lake Bell, see her tweets. She's all proud of it. Can vocal fryers be so unaware that they don't hear themselves?
Okay, let's back up a step here. This is Lake Bell. Look her up. She ain't no slouch, nor is she what you say she is.
The odd thing is that Bell was on a campaign against "sexy-baby" accents prevalent among mostly American young women in recent years. And now here she is doing a voiceover in a verbal affectation that is just as bad as sexy-baby—vocal fry.
This is why you and others (several on MacRumors,, no surprise) hate the narration on this ad. Me too. The creaky, gravel-y finish to each of her statements convey all the tired, cynical hipsterism that everyone hates about the people who are gentrifying the whole damn planet, one disadvantaged pet culture at a time.
"Vocal fry" is best explained by Faith Saliie: