Apple earlier today aired a new iPhone 7 Plus ad that highlights the device’s ability to take compelling photos that were previously only possible on high-end DSLR cameras. Titled “Take Mine”, Apple’s latest ad focuses on the iPhone 7 Plus’ ability to deliver a “bokeh” effect whereby the main focus of a photo remains crisp and clear while the background itself is artificially blurred. The end result is that the subject of a given photo is brought into much sharper focus.

The ad begins with a young woman arriving in Greece and using her iPhone 7 Plus to take a Portrait Mode photo of her grandmother in a cafe. After taking a look at the shot, the grandmother can’t believe her eyes and exclaims, “What a great photo!” Subsequently, other cafe patrons take notice and, being equally impressed, all demand that their photos to be taken as well.

Following that, the woman goes on a whirlwind tour of the village as kids and adults alike all try and convince the young woman to take even more photos with her iPhone 7 Plus. From a local mailman to a local fisherman, the ad is quirky, engaging and memorable. But more importantly, it presents viewers with a clear idea of why the iPhone 7 Plus’ camera might be something they’d be interested in.

Apple’s video description reads: “Portrait mode on the iPhone 7 Plus helps you take great portraits by creating a depth-of-field effect that blurs backgrounds and brings faces into beautifully sharp focus. So now, taking a professional-looking portrait is as easy as snapping a photo.”

Portrait Mode on the iPhone 7 Plus is certainly impressive but it doesn’t appear that the feature will be migrating down to a 4.7-inch iPhone model anytime soon. According to reports from the rumor mill, Portrait Mode will remain a feature exclusive to Apple’s 5.5-inch iPhone 8 once Apple rolls out its revamped iPhone lineup later this year.

View Comments