Apple's new ad says carrying the iPhone X is like having a photo studio in your pocket

The latest ad for the Apple iPhone X is basically saying that wherever you go with the tenth anniversary model, you have a photo studio in your pocket. To drive home that point, the commercial shows a young girl at a train station snapping a selfie when all of a sudden lighting equipment, similar to what you would find in a professional photography studio, starts popping up out of nowhere.

With Portrait Lighting, selfies can have different backgrounds including natural light, studio light, contour light, stage light (which makes the background all black) and stage light mono. The latter turns the entire photo into a striking black and white portrait. This feature is offered on the Apple iPhone X and Apple iPhone 8 Plus.

If you watch any television at all, you are going to see this ad play a few times. You might as well get a head start right now by clicking on the video at the top of this story. This way, when the ad does play on television, you can get up and make a sandwich.

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)
iPhone 8 Plus
  • Display 5.5" 1080 x 1920 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A11 Bionic, Hexa-core, 2390 MHz
  • Storage 256GB
  • Battery 2691 mAh(21h 3G talk time)



1. Klinton

Posts: 1409; Member since: Oct 24, 2016

We are happy that smartphone's cameras are getting better and better. If Apple follows that trend somehow is great, and it's good news for the ifans.

3. darkkjedii

Posts: 31761; Member since: Feb 05, 2011

When you combine the camera, and iMovie...that’s about right.

4. RevolutionA

Posts: 529; Member since: Sep 30, 2017

Sooo cuuute..

5. ijuanp03

Posts: 686; Member since: Dec 30, 2014

Apple is scared with the Huawei P20 series with Leica that is why they keep on pushing new ads focusing on their camera.

6. darkkjedii

Posts: 31761; Member since: Feb 05, 2011

Huawei wishes they could put fear in Apple lol. That was funny dude.

22. terhesg

Posts: 16; Member since: Dec 09, 2016

Well, Apple won't be afraid of Huawei that much, however ijuanp03 is right about the P20 Pro cam... ww

9. yyzamin

Posts: 383; Member since: Aug 26, 2015

Lol yeah Apple is so scared of Huawei. Good one bruh

19. Venom

Posts: 3966; Member since: Dec 14, 2017

You're kidding right? The Pixel is the only threat to Apple in the camera department. The Pixel is the best camera of any phone.

36. Nokkynuk

Posts: 1; Member since: May 16, 2018

I'd have to agree. iPhone X user here. Love my phone, and its cameras, but the Pixel 2 has an edge (no pun intended) over X. The sharpness and crispness of the captures is amazing. Both are great phones.

7. KickRocks

Posts: 283; Member since: Mar 22, 2011

I'm good with my P2XL. No thanks Apple

10. iPhoneFanboy

Posts: 286; Member since: Apr 21, 2018

Obviously. PhoneArena users themselves voted the iPhone X the best camera in a phone. What other phone can shoot AND edit 4k video WITHOUT LAG at incredibly fast speeds?

16. Damo579

Posts: 266; Member since: May 18, 2013

Yet it still records audio in MONO in 2018, doesn't make sense... I have phones from 2012 that record audio in stereo...

21. midan

Posts: 3215; Member since: Oct 09, 2017

It makes lot of sense, 99,9% people have no idea that the audio is mono, or hear any difference. Only people who would need the stereo audio buy some external mics because audio coming from phone itself would be too crappy for them who actually care if the audio is mono or stereo. And getting real useful stereo sound from phone is well.. :D it would ask a lot of problems, audio distortion etc, too wide stereo image etc. There's just no real benefits to go stereo. Also many times mono sounds better in these cases because the audio is not over the place, it's centered straight to your face and not crappy trying to be stereo sound. Let's take this video as example those songs doesn't have any punch and that kind of music should have, it's all over the place, it sounds very distant, has audio distortion and sounds just very confusing because the stereo image is so bad. If record clip from that concert and turn it mono it sounds lot better and more glued together and is just lot easier for ears. There's very good reason why they doesn't offer stereo because they know it would suck.

27. Marcwand3l

Posts: 464; Member since: May 08, 2017

>It makes lot of sense, 99,9% people have no idea that the audio is mono, or hear any difference.

35. ShadowUnleashed

Posts: 89; Member since: Feb 08, 2018

Some peeps be crazy. I've been recording stereo audio since my Galaxy S5 and it indeed -does- make a difference, mainly when you watch it with stereo speakers on your computer or with headphones. It's much more immersive than plain mono.

33. Penny

Posts: 1871; Member since: Feb 04, 2011

Look, I have nothing against Apple, but claiming that they use mono because mono is currently better, or asking why people need stereo in the first place, is you being disingenuous to yourself. You'll be the first to tout the virtues of stereo recording once they have it, and you know this. Your claim will of course be that "but Apple did it right and has GOOD stereo recording," because you'll never have accepted the fact that some phones might have already had good stereo recording before. Not throwing shade at you. Just trying to help you be more self-aware. People will fanboy over these brands left and right -- just be the one who rises above all that nonsense and looks at things objectively.

11. Klinton

Posts: 1409; Member since: Oct 24, 2016

@10. iPhoneFanboy iYawn! Same old BS man! Be real!

12. apple-rulz

Posts: 2198; Member since: Dec 27, 2016

13. Klinton

Posts: 1409; Member since: Oct 24, 2016

Yup...I did! /s LOL Stop with those ''comparison'' on the media! Don't you know that, if you take take 10 pictures with any 3 cameras- not all of them are same quality? After that, just choose which one you wanna win, and send the selected pictures. Not to mention that there is never real pro-camera picture to compare the, iPhone always win on the ''real colors'' . LOL

14. apple-rulz

Posts: 2198; Member since: Dec 27, 2016

Whatever helps you feel better I guess.

15. Klinton

Posts: 1409; Member since: Oct 24, 2016

Only the honesty and the truth makes me feel good! Fair comparison rulz - not apple

24. Papa_Ji

Posts: 912; Member since: Jun 27, 2016

it's not the iPhone magic it's the iPhonearena magic.... that iPhone won

17. carlm21

Posts: 32; Member since: May 07, 2018

Again i would say the over rated i phione

18. RebelwithoutaClue unregistered

It's a nice 'gimmicky' feature but you can't compare it to a real photo studio at all. It would be foolish of people to think otherwise.

20. BigVanVader

Posts: 52; Member since: Jan 01, 2016

So is this what you get when you buy an iPhone? A photo studio in your pocket? Cool!

32. iPhoneFanboy

Posts: 286; Member since: Apr 21, 2018

Yes! I love throwing my money at Apple!

23. vasta

Posts: 74; Member since: Apr 02, 2018

You love sharing Apple’s commercials, don’t you? As if they wouldn’t do the job themselves?

26. rouyal

Posts: 1598; Member since: Jan 05, 2018

Why so offended?

25. TerryD

Posts: 560; Member since: May 09, 2017

Photo studios are going to be going out of business


Posts: 2817; Member since: Oct 03, 2012

While iphones still records sound in mono....pathetic! Nokia phones could record sound in Dolby Digital 5.1 years and years ago.

* Some comments have been hidden, because they don't meet the discussions rules.

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