A Couple Are Alone Together in a City of Millions in Apple’s Latest iPhone Ad

Sharing a moment far from the Shanghai crowds

Headshot of Patrick Coffee

The iPhone 7 Plus’s Portrait Mode takes photos so intimate, it can make you feel alone in a city of 24 million … for a moment, at least.

Apple’s new ad sticks with the “Practically Magic” strategy of highlighting a different feature with each ad. In “The City,” two partners share an intimate moment after finding one another in the midst of Shanghai’s meet market.

With the help of the trusty iPhone 7, they later live out a common urban fantasy: What if the two of us were able to roam one of the largest cities on this planet all by ourselves? (It’s something that usually only happens in zombie movies.)

Freed from the endless distractions of the modern urban landscape, this passionate pair can focus on simply enjoying a scene fit for the soundtrack’s serenade by Walter Martin (formerly of the Walkmen) and the Yeah Yeah Yeahs frontwoman Karen O.

The larger point, of course, is that the iPhone 7 takes great pictures, particularly of other people.

In that respect, the ad most closely resembles “Take Mine,” a January spot that promoted the same feature by way of one woman’s encounters with the many faces who inhabit her yia yia’s Greek seaside town.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.