If you’re looking to make your hip consumerism more seamless, Apple would like you to consider the iPhone X.
A new minute-long ad features a casually dressed young man walking through an open-air market with a group of friends. Spotting a booth full of fancy hats, he walks in. Anticipating a purchase, he slides his smartphone out of his pocket. And when he sees a brim he likes, all he has to do to buy it is glance at his iPhone X to open Apple Pay—thanks to the model’s new Face ID technology, which promises to use facial recognition to let users unlock their phones more easily, just by looking at them.