Apple has a new commercial for iPhone X called Studio in Your Pocket. It pitches the idea that iPhone X’s Portrait Lighting mode is essentially a photography studio in your pocket. It does this by showing a young woman taking a selfie in a train station when studio lights and reflectors start popping into being all around her. As she snaps away, the camera switches to views of those selfies on her iPhone X with darkened backgrounds through Portrait Lighting. It’s a solid pitch in my opinion, and one that will resonate with young people. Check it out.