Latest Apple iPhone X ad is all about the selfie, Portrait Lighting, and Muhammad Ali

Ming-Chi Kuo is arguably the most connected Apple analyst on this planet. Working for KGI Securities, Kuo has a fabulous track record and when he talks about Apple products, people listen. For example, while everyone was wondering early last year where Apple was going to put Touch ID on the iPhone X, Kuo already knew the answer. Consider this paragraph written by yours truly last February, seven months before the phone was unveiled. Just keep in mind that back then, we all thought that the tenth anniversary model would be called the iPhone 8:

This past week, Kuo said that Apple is going to stop production of the iPhone X by the middle of this year due to low sales of the model. Reportedly, only 18 million units were rung up during Apple's fiscal first quarter vs.Wall Street's expectations that 20 million to 30 million units would be purchased during the three months. Considering Kuo's track record and how close he appears to be to some source inside Cupertino, we have to believe that there is a good chance that this will happen.

Right now, though, the iPhone X is still for sale and is available for purchase. And yes, Apple is still producing ads for the handset. The latest commercial can be found at the top of this story, and focuses on selfies. Thanks to Portrait Lighting, you can make the selfies you take look like they were shot professionally. And by the way, that voice you hear in the background is the late Muhammad Ali. The boxing legend was featured in other Apple ads during the company's "Think Different" campaign, including the goose bump producing spot commonly referred to as "The Crazy Ones."

source: Apple

Related phones

iPhone X
  • Display 5.8" 1125 x 2436 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A11 Bionic, Hexa-core, 2390 MHz
  • Storage 256GB
  • Battery 2716 mAh(21h 3G talk time)



5. youssef44

Posts: 547; Member since: Apr 29, 2014

Hahaha!! Most current flagships have great cameras so please don't talk about camera!! We need something more useful?? Battery ?? Smart Pen ? Fingerprint sensor under display? 120 Hz display? Real wireless charging?

8. Derekjeter

Posts: 1577; Member since: Oct 27, 2011

I’m pretty sure those pictures had extra worked on them. The X does not take pictures like that. I challenge anyone with an X. The Pixel 2 XL takes even better selfies. The X is by far the worst iPhone made. Too many issues with the cameras.

11. midan

Posts: 3237; Member since: Oct 09, 2017

Those are exactly kind a photos what you can take with X Why so bitter?

14. Diezparda

Posts: 941; Member since: Oct 23, 2013

Does it has same quality? this one is overexposed.

17. Derekjeter

Posts: 1577; Member since: Oct 27, 2011

They don’t have the same quality, I’m not bitter it’s just the truth. If you can’t take its fine.

20. darkkjedii

Posts: 31773; Member since: Feb 05, 2011

People that keep it real like us, get ridiculed bro. I'm not that impressed with the X, and recently sold the one I bought off craigslist, and you're way less impressed with it than I am. #respectyourhonesty

21. Derekjeter

Posts: 1577; Member since: Oct 27, 2011

Dark, i know what you mean, people are just too much of Apple fans to see the truth. I’m going to tell you something that I never thought I would do, but my Nexus 6p broke and I had to upgrade. I bought the Note 8 and I was totally impressed with some features. The X and iOS 11 are so behind the Note. Unfortunately I couldn’t get used to the UI, so I took it back and got the Pixel 2 XL. This thing is amazing. The camera is hands down the best camera ever. I do miss a couple of features from the Note, but the stock android UI is my favorite. You know I love my iPhone and I really wanted the X cuz of the smaller size, but it’s a flop. iOS 11 has made my iPhone 7 slower, and constantly getting error messages and reboots. Apple has some serious issues besides the battery on older phones. They need to get their s**t together with iOS 12 and the next iPhone.

24. darkkjedii

Posts: 31773; Member since: Feb 05, 2011

Bro I've said all along, the X has great hardware, but the software holds it back. I haven't used the Pixel, but I've heard nothing but praise about the camera. I simply don't know why Apple just won't put the killer features into the iPhone. I tried to keep it, but it just didn't have enough going for it, to really split time with the Note 8. The Note is just too far ahead and advanced for me to shelf it. I honestly like the X, but I don't love it, and decided to sell it. Like you said, Apple needs to get it together and put the chip to work, with some of these more advanced features found on Notes and Pixels. IOS 12, needs to be a major, big time update in features, and looks.

26. AmashAziz

Posts: 2934; Member since: Jun 30, 2014

One of the most honest posts of the day. I too feel the X is half-baked and Apple could have easily come up with a much better phone. For example, to remove the notch, they just had to increase the top and bottom bezels by 2mm each. To include the FPS, power button would have been a great position, along with the ability to use both TouchID and FaceID in tandem with each other. To remove the camera bump, the phone could have been 9mm thick which could have also allowed a much larger battery(ies?) and a possible retaining of the 3.5mm jack. And OH! The control centre? What’s the point of it if one has to reach the top to pull it now. Totally rubbish idea and waste of a nifty feature. I too like the X in some ways. such as how compact but powerful it is. But I feel like this is becoming less of the Apple of Steve Jobs. In his time, Jony Ive had most of his senses and Apple knew how to design a seamless product, without any notches or bumps. Not just how to market it effectively.

33. darkkjedii

Posts: 31773; Member since: Feb 05, 2011

There's so much more they could do with the iPhone, especially for the insane price.

28. midan

Posts: 3237; Member since: Oct 09, 2017

iPhone X has better camera than Pixel. Already forgetting how you guys voted iPhone x to be winner in blind test, not once but twice in a row. iPhone X is amazing phone, almost perfect, couldn't be happier.

12. midan

Posts: 3237; Member since: Oct 09, 2017

Also this is really incredible photo with selfie cam

19. cmdacos

Posts: 4394; Member since: Nov 01, 2016

Big deal. Pixel does that and better.

31. mootu

Posts: 1541; Member since: Mar 16, 2017

That one is really quite poor. The X has messed up her hair at the back and right hand side. It's also totally screwed up her sleeve. Thats bad edge detection. I view photo's on a 32" monitor not on a phone and quirks like that stand out a mile. If you think thats a incredible photo then a trip to the optician might be required.

15. Diezparda

Posts: 941; Member since: Oct 23, 2013

I like the camera on latest iPhone, they are improving (since the iPhone 7 if i'm not mistaken) and changed a lot. I remember they used to produce more natural somewhat flat looking picture to me, but not anymore... the newer generation iPhone tend to produce vibrant color, more contrast and yes it's far from natural, now it closer to image characteritic from galaxy flagship.

16. Crispin_Gatieza

Posts: 3192; Member since: Jan 23, 2014

Shameless use of Ali's greatness. I doubt Steve Jobs would've approved this.

25. rsiders

Posts: 2039; Member since: Nov 17, 2011

Very clever and catchy ad using the powerful energetic voice of one of the greatest athletes and humanitarians of our time. But yeah, those photos had to be edited and most likely taken in very specific places to get the effect right.

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