Apple Spotlights Portrait Lighting on iPhone 8 Plus with 'Portraits of Her' [Video]

Apple has a new spot called Portraits of Her to promote Portrait Lighting on iPhone 8 Plus. Portrait Lighting is a new software effect on iPhone 8 Plus that allows you to drastically change lighting on photos shot using Portrait Mode. In Portraits for Her, Apple uses a haunting (and beautiful) song called “This Strange Effect” by The Shacks for a soundtrack. The company also had the unnamed actress in the piece lip-syncing the lyrics as she walked through the city, something I don’t recall in another Apple spot. I like this commercial. The music, the camera shots, and the pacing are all lovely, and it’s another good example of Apple showing us a concept (Portrait Lighting) without doing an explainy spot. I’d love to know your thoughts.

Check out the Amazing Colors in Apple's 'iPhone X' Commercial

Apple released a bunch of solid commercials Tuesday, but iPhone X is my favorite. It uses some gorgeous colors splashing around as a lure for the devices OLED screen. The colors grabbed my attention during the keynote when it was first shown. They reminded me a lot of the 70s’ kid’s toy, the Magic Window, but with a lot more colors. It’s compelling, bold, striking, and sexy. Interestingly, text at the end of the spot indicates that it hasn’t been approved by the FCC, and specifies that it can’t be sold until it is.

Apple Claims Apple Watch #1 Watch in the World

Apple CEO Tim Cook said Tuesday that Apple Watch is not just the number one smartwatch on the planet, it’s now the number one watch. It would represent a huge accomplishment for Apple, and one that should scare the pants off the watch world. In the screenshot I included, Apple Watch is about to overcome Rolex to be the top brand in terms of sales.