Apple's new iPhone 7 and Watch Series 2 advertisements are all about waterproofing

Apple just released new advertisements for the iPhone 7 and the Watch Series 2. There are two ads for the iPhone 7, and one for the Watch Series 2. The iPhone 7 ads are set in midnight, and at early morning, just during dawn.

“iPhone 7 - Midnight” showcases the low light photography of the iPhone 7. A skater moves through empty streets, and crosses sprinklers on the way. Cue for Apple to showcase the IP67 rating on the iPhone 7. Then the nocturnal skater takes a few low light shots, including moths around a bulb, and a deer. The skater then ends up at a scenic location, taking shots of the cityscape below him. The other advertisement, “iPhone 7 - Morning Ride” is much shorter, only 30 seconds long. It shows a cyclist getting ready to take a ride. The rider is not discouraged by a forecast of heavy rain, and lightning flashes.

The phone is mounted on the handlebars of the cycle, and a route is mapped out. The showcase here is the water resistance of the iPhone. Apple calls the feature “Practically Magic”.

The fine print appears in the advertisements itself. Liquid damage is not covered under warranty. Rain and Sprinklers are just about the kind of scenarios where the water resistance is of any use. Compared to Android smartphones though , the IP67 rating falls a little short of prolonged use underwater.

The Apple Watch advertisement, titled “Apple Watch Series 2 - Go Time” features a montage of use case scenarios for the watch. A lot of them involve water in some fashion. There is a swimmer taking a long swim in open waters. Playing with water balloons, cycling in the rain, sweaty workout sessions and surfing are the activities covered. The video slows down the pacing to show off the breathe app. Fortunately, the advertisements have a more upbeat tone than the previous iPhone advertisement, that just tried to freak you out with scenes of a forest at night, dilating pupils of an owl, and a Stag in the fog.