No matter your attitude towards Apple and its products, it's probably fair to say the company's iPhone ads are among the more visually pleasing and entertaining commercials we get to see on TV or online.
And like many recent ads, Apple's latest clip is related to its smartphone's photography capabilities.
The ad—titled 'Studio in your pocket'—promotes the iPhone X and 8 Portrait Lighting feature. In the ad, a woman pulls out her iPhone to take a selfie in a train station when all sorts of studio lights, umbrellas and softboxes materialize out of nowhere around her—emphasizing one of the iPhone's most distinguishing photography features.
Despite some manufacturers now offering similar functions, Portrait Lighting is still pretty much exclusive to Apple devices. It works on both front and main cameras (on the iPhone X, only rear on the iPhone 8 Plus and below) and applies computational effects to a subject that aim to simulate lighting effects you could achieve in a studio with proper lighting equipment. The effects can be applied at capture or later during editing. Options include Natural Light, Studio Light, Contour Light, Stage Light and Stage Light Mono.
You can read more about the feature in our iPhone X review or watch a tutorial here, and while it is most certainly not equal to a bunch of softboxes, umbrellas, or other professional lighting equipment, the feature is impressive in its own right.
Have you used Apple's Portrait Lighting? Do you think the results can compare to the real thing? Let us know in the comments.