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Apple highlights Ceramic Shield screen in new iPhone 12 ad

Apple continued its “Relax, it’s iPhone” ad campaign on Wednesday with a brief commercial highlighting iPhone 12’s rugged Ceramic Shield glass.

Dubbed “Fumble,” the latest spot runs about 30 seconds and shows a (PRODUCT)RED iPhone 12 being fumbled — somewhat gracefully — onto the ground.

In the short, a woman talking on her iPhone 12 accidentally drops the device as she switches from one ear to the other. The mishap kicks off a humorous juggling routine, set to “The Conference” by Nitin Sawhney, ends in the iPhone landing screen-down in patch of dirt and rocks.

Picking up the handset, the woman is relieved to find its display unscathed.

“iPhone 12 with Ceramic Shield. Tougher than any smartphone glass. Relax, it’s iPhone,” the ad’s tagline reads.

Ceramic Shield glass debuted on iPhone 12 and iPhone 12 Pro as a new technology in which nano-ceramic crystals are grown within a glass matrix for improved toughness. Apple claims the iPhone 12 line boasts four times better drop performance than past handsets.

Apple has released a steady stream of ads highlighting iPhone 12 and iPhone 12 Pro’s various features since the flagship devices launched last fall. Previous commercials focused on iPhone’s cameras, Dolby Vision, built-in privacy measures and other platform-exclusives.

Most recently, Apple touted iPhone 12’s overall durability in an ad entitled “Cook” last week.


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