Apple's latest ad for the iPhone 7 Plus "focuses" on Portrait Mode

Apple has released the latest ad for the Apple iPhone 7 Plus, and once again it focuses on the Portrait Mode available with the dual-camera setup. This allows you to use the depth of field information gleaned from the two cameras on back to create a professional looking blur. The commercial is titled "The City," and no doubt you will soon see this spot played during your favorite shows like Married at First Sight, the NBA Playoffs and Sunday Night Baseball.

The 1 minute television commercial opens up in a large Asian city. It's the classic love story. Guy meets Gal, one million people mulling around in the street disappear suddenly, Guy uses his iPhone 7 Plus to take a picture of the Gal in Portrait Mode. Sure, this happens every day.

Soon, the couple are doing goofy things in the big city, both exploding inside with the feeling that anything is possible. Before you know it, they are holding hands. And as they walk along the empty streets, all of a sudden the city is mobbed once again. And then comes the tag line that explains the whole ad, "focus on what you love."

The idea is that with the Portrait Mode enabled, the subject of your picture appears sharp and in focus in the foreground, while everyone in the background is just a blur. Yes, we get it. Portrait Mode is like two lovers with eyes for only each other. Every one else disappears. And once again, just as the ad comes to its conclusion, we are reminded that Portrait Mode, like all of the other features on the iPhone, is "practically magic."

Sure, you can wait until this coming week's episode of 60 Days in Atlanta to catch the ad, but why wait? All you need to do is click on the video at the top of the story and you'll be reminded of those carefree days you spent in the big city. Just you, your significant other, millions of bystanders, and your Apple iPhone.

source: Apple

Related phones

iPhone 7 Plus
  • Display 5.5" 1080 x 1920 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A10 Fusion, Quad-core, 2340 MHz
  • Storage 256 GB
  • Battery 2900 mAh(21h 3G talk time)



1. Unordinary unregistered

Great photos Ad reminded me of the time me and my gf were at six flags in the rain. Heartstrings being pulled right now xD

3. Finalflash

Posts: 4063; Member since: Jul 23, 2013

It was a nice ad, but isn't it false advertising technically. The shot at 55 seconds in shows the guy's hair at the neck and his neck out of focus. On the iPhone's portrait mode (or any software based approach) that would never happen. Only a real lens would capture it that way because of realistic optics and there is no way that can be achieved by software yet. So either they heavily touched up these photos, or they took them with an actual camera.

4. arman9953

Posts: 49; Member since: Nov 22, 2011

off cause that pic is from the iPhone, you can even see the little mistakes the software made. I got the 7 plus and the mode ist awesome in daylight ( only small mistakes), but at night useless with that amount of noise. The sensor ist just too small on the second camera.

5. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Or they attached an lens to the phone?

8. marorun

Posts: 5029; Member since: Mar 30, 2015

Yes i would tend to see this as an attached lens as well.

9. Nopers unregistered

Look at his eyelashes on the left, those are completely blurred out which would never happen on a depth of field lens's software that made a mistake with his outline and blurred the eyelashes which were too thin to be picked up by the software.

2. Stappy3

Posts: 108; Member since: Dec 09, 2015

Great Ad. Not because it's Apple, so calm down fan boys. It's a great ad because it shows real world use of a product and one of it's features that really anybody can do.

6. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Nice ad...but taking photos isn't magical. Considering the skin tone on those photos vs real life, those photos were touched up very heavily.

7. jeroome86

Posts: 2314; Member since: Apr 12, 2012

They say it is what it is.

10. cmdacos

Posts: 4305; Member since: Nov 01, 2016

Was this whole commercial shot on an iPhone? Everything has a nasty yellow hue so I assume so.

11. techbuttcheex

Posts: 205; Member since: Jul 25, 2015

Isn't part of the problem with portrait mode that you need someone else to make it useful? I don't think people buy phones so that they can take pictures of other people. Most of the time they're trying to take selfies. Are you going to go on vacation with your family and only take photos of one person in isolation? Aren't you going to want to take like all family portraits---in which case this app is useless. Does Apple have some data about some amature fashion photographers who desperately want to use their smartphones?

12. AlikMalix unregistered

you can use portrait mode to take photos of other items - not just people... I don't have an iP7+ but I played with portrait mode - the ability to see the photo with blurred background in real time is a really nice, and I have taken gorgeous photos of my kids, my 1:18 scale replicas, nature - all some of the best photos I've taken since the dawn of mobile phone camera... take it anyway you want it - but it's a "must have feature", unlike the "live photo" feature which in my opinion a straight up gimmick....

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