Watch Apple's New 'Studio in Your Pocket' Commercial for iPhone X

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.

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.