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Apple touts new ‘Portrait Mode’ feature in latest iPhone 7 Plus ad

iPhone 7 Plus Portrait Mode

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.

Yoni Heisler has been writing about Apple and the tech industry at large for over 15 years. A life long Mac user and Apple expert, his writing has appeared in Edible Apple, Network World, MacLife, Macworld UK, and TUAW. When not analyzing the latest happenings with Apple, Yoni enjoys catching Improv shows in Chicago, playing soccer, and cultivating new TV show addictions.