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Apple’s new products star in stunning advertisements

In Apple’s bid to show off the features of the iPhone 7 and Apple Watch Series 2, the Cupertino-based tech giant has released three adverts highlighting the features of the devices.

There’s something that the company’s getting right with these adverts: not only do they showcase the devices’ features, but they also show pure human resilience and beautiful cinematography.

The three adverts focus on the iPhone 7’s  low aperture camera qualities, and the IP67 water resistance on both the iPhone 7 and Watch Series 2.

Apple’s iPhone 7 and Watch Series 2 now boast water resistance ratings, unlike previous generations

The first ad, titled “Midnight”  begins with a man lying in bed, with soft light falling on his face. It also involves a car, a skateboard and some Pokemon Go-like determination for adventure. It’s all incredibly cinematic and alluring. Essentially the advert shows off the iPhone 7 Plus’s dual 12MP sensors (that one lens as f/1.8, 28mm, and the other at f/2.8, 56mm).

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This particular video boasts just under 560 000 views at the time of writing, with over 15 000 likes.

The second demonstrates the iPhone 7 IP67 water resistance feature. It involves rain, and a bicycle. The video, which was published slightly later than the first, has racked up over 320 000 views and over 8000 likes.

The final ad is the more elaborate of the three. It showcases the Apple Watch Series 2, and stars a surfboard and some enormous waves. The visuals are beautifully framed, the editing is near perfect and it seems to be the perfect motivation fuel for adrenaline seekers.

It might be the most dramatic of the three, but this video has only been viewed 230 000 times, with just over 7400 likes.

But which is your favourite? Let us know in the comments section below.

Author | Myolisi Sikupela: Staff Reporter

Myolisi Sikupela: Staff Reporter
Myolisi Sikupela was born in the Transkei in the village of Zikhovane. He is interested in the politics of technology. More