Apple releases new ad "Memory" to promote Face ID on the iPhone X

Apple releases new ad "Memory" to promote Face ID on the iPhone X
Apple has certainly done its share of promoting Face ID. You might recall the commercial that showed a high school girl unlocking everything with just a glance. Other ads remind you that an Apple Pay transaction can be verified with the Face ID feature. A new commercial just posted by Apple shows why Face ID is so important since, like a fingerprint scanner, it can be used in lieu of a password on certain apps.

The new commercial shows a sold out concert hall. The well-dressed audience is focusing on the stage where two men are sitting on the opposite ends of a long table. A one-minute timer is suspended above them. The man on the left is apparently the host of a memory challenge, and says to the other guy, "Now, for your final memory challenge. This morning you created an online banking password. What is it?" The audience gasps.

As the clock is ticking down, the contestant is muttering to himself all of the possible passwords he can think of. Down to the last few seconds, he picks up his Apple iPhone X and stares at it. Suddenly, the answer hits him right in the face. Face ID opens the banking app! And then we see that this poor schlub was sitting in a coffee shop the whole time. Someone needs to check his wiring upstairs.

And as we say goodbye to this guy before someone Baker Acts him, the tagline reads, "Your face is your password." You are sure to see an edited version of this while watching Married at First Sight and the other shows you catch on television during the rest of the summer. But you are lucky. The entire non-edited version can be viewed by clicking on the video below.

source: Apple

Related phones

iPhone X
  • Display 5.8 inches
    2436 x 1125 pixels
  • Camera 12 MP (Dual camera)
    7 MP front
  • Hardware Apple A11 Bionic, 3GB RAM
  • Storage 256GB, not expandable
  • Battery 2716 mAh
  • OS iOS 13.x



11. japkoslav

Posts: 1553; Member since: Feb 19, 2017

Well, that was a totally stupid ad. It must have taken real effort to make something as stupid as this. Laundry agent quality of the ad, GJ!

6. piyath

Posts: 2445; Member since: Mar 23, 2012

This advertisement is so funny and Apple knows how to promote themselves very nicely without condescending others.

1. sgodsell

Posts: 7662; Member since: Mar 16, 2013

It's not a matter of FaceID is good or not. It's about options that you want to use. With the iPhone X Apple is FORCING you to use FaceID, with no other options offered to the users. That's why it sucks. Apple could have included a Finger print scanner on the back, or on the side of the iPhones. The more options the better. Is Apple that blind that they think they are doing the best thing for their customers? What am I saying of course Apple has always been about controlling every aspect. Including all their customers.

2. darkkjedii

Posts: 31798; Member since: Feb 05, 2011

You also have the option of using a passcode.

3. sgodsell

Posts: 7662; Member since: Mar 16, 2013

Duh! Every smartphone has that option, but its a slow method to get on, especially if you have more than 4 characters. My point is Apple should have included more than one fast option to get on your device. Besides FaceID fails at times, then you are forced to use your passcode anyway. There is no excuse for not including more than one option, especially when almost all Androids give you multiple options.

4. darkkjedii

Posts: 31798; Member since: Feb 05, 2011

Then next time, don’t say this “with no other options offered to the users.”

7. piyath

Posts: 2445; Member since: Mar 23, 2012

Don't bother to argue with Android Trolls in this site. They are always right. They are the master mind geniuses. LOL

13. yann

Posts: 616; Member since: Jul 15, 2010

What about the commercial? Do you like it??? It is the most uninspiring commercial that I ever saw from Apple. Can you be so stupid to forget that your face is your password? This is hilarious.

5. apple-rulz

Posts: 2198; Member since: Dec 27, 2016

Lucky for you that you don’t own or have to buy an iPhone.

8. yyzamin

Posts: 383; Member since: Aug 26, 2015

So translation... "Apple doesn't have the option of a fingerprint scanner." To say they are only supplying you with 1 option is wrong. You can also use 4 and 6 pin codes.

9. Foxgabanna unregistered

You're a dumb butt.

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