Apple always finds a creative way to highlight the qualities of its products. And it’s making it simpler and more relatable every time. Far from the blockbusters we’re used to, in its latest videos, the company has opted to show us common and universal situations. After its commercial about how to erase objects in photos with Apple Intelligence was released a few days ago, it now reminds us how durable the iPhone is thanks to the Ceramic Shield.
The ad, titled “Trust Issues,” immerses us in everyday situations, taken to the extreme with a touch of humor. The video piece, now available on platforms like YouTube, captures the mix of anxiety and liberation users experience when considering using their iPhone 16 without the protection of a case.
If your iPhone 16 doesn’t have a case, you can rest easy.
The main scene focuses on scenarios where human clumsiness and unpredictable environments threaten the integrity of the device. And what better way to show what can happen than with the strain of holding an iPhone 16 at the dizzying height of a roller coaster, or the shock of watching it slip from your hands amid the hustle and bustle of an amusement park.
Below, you can watch Apple’s video titled “Trust Issues.”
But the ad’s central message is reassuring. It emphasizes the robustness of Ceramic Shield, a technology that Apple claims is twice as strong as the glass used in other smartphones. The scenes show the iPhone 16 surviving these mishaps with surprising ease, absorbing blows, withstanding falls, and emerging unscathed from situations that, for other devices, would be fatal.
Apple first introduced Ceramic Shield glass on the iPhone 12 display, claiming it was a much tougher material than any of the competition. And it’s only gotten better in subsequent generations.
With the iPhone 16 Pro, the company claims it’s an improved Ceramic Shield, capable of withstanding drops and scratches 50% more than the iPhone 15, typical of everyday use.
Most iPhone users have likely experienced the comfort of holding their device intact after a fall, attesting to the features Apple emphasizes. But if that hasn’t been the case, many content creators take on the task of subjecting their iPhone to demanding physical tests, only to obtain incredible results.
Apple’s appeal to the peace of mind that comes with a device you can trust, like the iPhone, even without the added layer of protection of a case, is a clever combination of humor and tech demo, which, while partly fictional, could easily happen to us.
